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THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

WHY AUTOS PUT
$100 MILLION
INTO AIR MEDIA

\<-w cai design Im-
changed auto advertis-
ing. Detroft, - * - 1 1 i r » «_r
style to the family,

<ii\<-- .i l)ip j<il» tO t\
Page 27

The fabulous

rise of

Milner Products

Page 30

Is your product
too offensive
for television?

Page 36

Daytime: net
tv's hottest
battleground

Page 38

THE

WHEELING

INDUSTRIAL EXPANSION
STORY BOARD

ANNCR: Wheeling is the center
of one of the fastest growing
markets in America — the boom-
ing Upper Ohio Valley . . .

New I

ndustry is

moving

in!—

The gi

j;antic Olin

-Revere a

lumi-

num p

ant w ill cover 1.100

icres,

has already been replanned from

60,000

tons to

180,000

tons

yearly

capacity.

This new plant plus accompany-
ing power plants, coal mine-,
and aluminum rolling mills will
require more than 4,000 new
employees . . . and attract many
other "satellite industries."

Established Industry is Ex-
panding! — Weirton Steel Div.
of National Steel Corp. has
embarked on a vast expansion
program, creating steady jobs
for 13,500 employees.

Weirton will have the world's
speediest cold reducing tandem
mill, largest reheating furnaces,
widest slab yard, largest open
hearth furnaces in the industry!

II heeling is meeting the challenge
— with such new civic improve-
ments as this beautiful Ohio
River bridge and expressway
entry to the heart of the city . . .

Increasing employment and
swelling payrolls mean more
spendable funds- for products
advertised on WTRF-TV, the
dominant television station in
the \\ heeling market . . .

316,000 watts

Equipped for network color

For availabilities and complete coverage information
—call Bob Ferguson, V. Pres. and Gen. Mgr.,
or Needham Smith, Sales Mgr.- Wheeling Ex-
change — CEdar 2-7777 - or any George P.
Hollingbery Co. Representative.

reaching a market that's reaching new importance!

• •

more women
listen to WPEN's

950 CLUB

than any other
program in
Philadelphia

•••••••

another reason why WPEN is first in local and national advertisers

Represented Nationally by GILLPERNA INC. — New York, Chicogo, lot Angtlti. San Frorcsco

SPONSOR • 4 MAY 1957

4 May 1957 • Vol. 11, No. 18

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

DIGEST OF ARTICLES

Detroit takes to tv for the "family sell"

27 How has car design influenced automotive advertising? Fashion-con-
scious Detroit, selling style to the family, hands the job to television

Milncr's sales jump 90-fold with air media

30 Tv, radio and Howard Cohoon, Milner Products Co. president, put across
Pine-Sol and Perma-Starch in a nine-year slam-bang distribution battle

Why don't you buy more spot?

33 Despite complexities of spot buying, agency heads questioned by SPONsok
at last week's 4A's meeting saw an increase in spot volume for this year

Is your product taboo on tv?

36 F** w products are in bad taste says Raymond K. Maneval of Schwerin
Research, it's the manner of presentation that can offend your audience

Tv's hottest battleground

38 Daytime competition between CBS and NBC has helped boost sets-in-use,
new, live ABC programing in the fall will make it a three-way contest

FEATURES

50 Film Chart

24 19th and Madison

47 New and Renew

62 News & Idea Wrap-Up

5 New -maker of the Week

58 Radio Results

80 Reps at Work

20 Sponsor Backstage

76 Sponsor Hears
9 Sponsor-Scope
84 Sponsor Speaks
54 Spot Buys
84 Ten Second Spots
18 Timebuyers at Work
82 Tv and Radio Newsmakers
73 Washington Week
45 Women's Week

In Next Week's Issue

Renaissance of the radio commercial

Creativit) of radio copy has undergone an upsurge of great vitality.
What's behind it and what will you pay for a 1957-gradc commercial?

Monthly tv cost and programing Comparagraph

Fi itures include average cost by network program types; cost-per-
thousand for top 10 nighttime and daytime network shows: spot I\ basics

Editor and Publisher

Norman R. Glenn

Secretary-Treasurer

Elaine Couper Glenn

VP— Assistant Publisher

Bernard Piatt

General Manager

Arch L. Madsen

EDITORIAL DEPARTMENT

Executive Editor

Miles David

News Editor

Ben Bodec

Senior Editors

Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch

Assistant Editors

Joan W. Holland
Jack Lindrup
Betty Van Arsdel

Contributing Editors

Bob Foreman
Joe Csida

Art Editor

Phil Franznick

Production Editor

Erwin Ephron

ADVERTISING DEPARTMENT
VP— Advertising Director

Arnold Alpert

New York Manager

Charles W. Godwin

Western Manager

Edwin D. Cooper

Southern Manager

Herb Martin

Production Manager

Jean L. Engel

Advertising Staff

Jane E. Perry
George Becker

Administrative Coordinator

Catherine Scott Rose

Administrative Staff

Octavia Engros

M. Therese McHugh

Circulation Department

Seymour Weber
Beryl Bynoe
Emily Cutillo

Accounting Department

Laura Oken
Laura Datre

Readers' Service

Betty Rosenfeld

Member of Business Publications
Audit of Circulations Inc.

ED3|

SPONSOR PUBLICATIONS INC.

combined with TV. Executive, Editorial, Circu-
lation and Advertising Offices: 40 E. 49th St.
(49th & Madison) New York 17, N. Y. Tele-
phone: MUrray Hill 8-2772. Chicago Office:
1 61 E. Grand Ave. Phone: Superior 7-9863. Los
Angeles Office: 6087 Sunset Boulevard. Phone:
Hollywood 4-8089. Printing Office: 3110 Elm
Ave., Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign $11. Sin-
gle copies 40c. Printed in U.S.A. Address all
correspondence to 40 E. 49th St., N. Y. 17,
N. Y. MUrray Hill 8-2772. Publisned weekly by
SPONSOR Publications Inc. Entered as 2nd class
matter on 29 January 1948 at the Baltimore
postoffice under the Act of 3 March 1879.

Sponsor Publications Inc.

MOST EYES ARE ON KTHV

IN ARKANSAS!

INC

ft*
'Hi St.
Trt-
DHici:
J, Los
Phone:
Elm
Unite"
I, Sin-
es !»

r. 17,

*«'

,J(H6
Hit*

KTHV is seen, heard, and gets regular viewing response
throughout MOST of Arkansas! Please study the mail map
above. Notice that it includes 62 Arkansas counties — notice
KTHV's penetration to all six surrounding State borders, with
mail actually being received from viewers in Mississippi,
Missouri, Oklahoma and Texas!

With 316,000 watts on Channel 11 and with the tallest antenna
in the Central South (1756' abo\e average terrain) KTHV
sells most of Arkansas.

Your Branham man has all the big KTHV facts. Ask him!

KTHV

Channel 11

LITTLE ROCK
316,000 Watts

Henry Clay, Executive Vice President B. G. Robertson, Giticrjl Mjtijger

AFFILIATED WITH KTHS, LITTLE ROCK AND KWKH, SHREVEPORT

WBZ has Boston's ear

-the most!

WBZ 1st in NSI Boston area
audience, 6 A.M. to Midnight

WBZ 1st in Boston total average
audience, 6 A.M. to Midnight

WBZ total station audience
up 25% since November 1956

WBZ total station audience 48%
greater than second Boston station

>*rrr

(February, 1957 NIELSEN STUDY)

Sales jump when WBZ whispers in Boston's ear! And,
with "The Big Plus", the bonus coverage provided by
WBZA, Springfield, Massachusetts, WBZ's large and
loyal audience increases to a whopping total of 2,872,870
radio families throughout New England. Most of these
people make a habit of keeping their radio dials tuned to
WBZ+WBZA.

You talk to customers when you talk to WBZ+WBZA
listeners. So why not get the selling impact of WBZ+WBZA
behind your product? Speak your spiel where people will
hear it . . . and act on it.

Bill Williamson, WBZ+WBZA Sales Manager, will tell
you how. Ask your operator for ALgonquin 4-5670,
Boston. Or call Alexander W. "Bink" Dannenbaum, Jr.,
WBC Vice President— Sales, MUrray Hill 7-0808, in
New York.

In Boston . . . and all New England ... no selling cam-
paign is complete without the WBC stations —

WBZ • BOSTON

plus WBZA • SPRINGFIELD
WESTINGHOUSE BROADCASTING COMPANY, INC.

©o

RADIO — WBZ + WBZA BOSTON-SPRINGFIELD . . . KDKA PITTSBURGH . . .
KYW. CLEVELAND . . . WOWO FORT WAYNE . . . WIND. CHICAGO . . .
KEX. PORTLAND. ORE.

TELEVISION — WBZ TV. BOSTON ... K DK A-TV . PITTSBURGH ... KVWTV.
CLEVELAND . . . KPIX. SAN FRANCISCO

WIND REPRESENTED BY A M RADIO SALES

KPIX REPRESENTED BY THE KATZ AGENCY. INC.

ALL OTHER WBC STATIONS

REPRESENTED BY PETERS. GRIFFIN. WOODWARD. INC.

NEWSMAKER

of the week

The news: The appointment of ( Inn Irs II. Browei as general
manage i oj l>lil><> apparently seta »/ rest the issue "I " successor to
tin- (tiling president Ben Duffy. Brower, who had been executive
vice president in charge "I creative services, was named on the
joint recommendation of lhtj]\ and Board Chairman Bruce Barton.

The newsmaker: Homespun, lank) Charlie Browei has
created hi- v\av through advertising without being affected in the
leas) bj the atmosphere and airs "I Madison We. He was describing
himself rather than i hi- agenc) when he told sponsor three /ears
igo: "BBDO has no class) front. Some people ma) think oi us as
countn bumpkins compared to other agencies, hut our clients can
relax with us." He takes over the rein- ol the nation's Fourth lai
agenc) with the approval not onl) "I Duff) and Barton bul the
people who work with him. The warm feeling "I BBDO personnel
for Brower is unmistakable. Hi-
fatherlv approach toward BBDO
writers and artists is as much a re-
spect for people as it is for the
i reative process.

\\ hile Brower has warned of the
dangers to creative advertising
through over-emphasis on research,
he i> in> enem) of research. I he
danger, he believes, is not that oj
research squeezing out the creative
worker hut ol the creative worker
depending too much on research.
"The creative man i- always look-
ing for help, always feeling in-
secure," Brower said last week. "If
he leans too much on research, all advertising will look alike: it II
all be equall) had." But Brower would also like to be known as a
friend ol research, which he think- has made big contributions.

Regarding commercials, Brower is convinced the) are getting
better. Tv . he said, i- learning hov\ to attract people to the adver-
tising message without getting too gimmicky. "The) are getting
easier to take."" he said, "or, at [east, that's how I feel."

The question of a sii<ce--or to Brower ha- not \et been settled.
There remain- a possibility that none will he appointed. One p
is that the new plan- hoard set up under the chairmanship ol Robert
I.. Foreman iwho was made BBDO- filth executive vice president at
the time the hoard was -el up) has been takinu over some ol the
functions of Brower's office. While Foreman will continue in charge
>t all tv-radio activities, he will he relieved of some administrative
details b) Henninio Tra\ iesas. who was just named head of the
tv-radio department. Traviesas had been head of Luck) Strike's
tv-radio activities for seven years. ^

0o«'t b€ MOred

he u4«d to be one of us

BBDO <irti\t II illiam I'm,

ili-s, nlirs ,: | ■." tion

to Brower's appointment

The tiut^-
about the
NEGRO
MARKET

^Zp THE FULL STORY
FROM K-SAY

The only Northern California

station selling the entire San

Francisco, Oakland, Bay Area

Negro market

II' of talent in

the at

ttionall) i

• MAGNIFICENT MONTAGUE

- brought dir. 1 1 t o in WAAF
Chicago Hi

results and audiei
ruficenl

• RAMON BRUCE

W \ \ I N( ■ u \ i I •
• appeal pi reonalitj u
I lest r.niMu- ami • . b
i during ln~ broadi

• SWINGING DEACON

— The mosl popul u
appeal i" rsonalit) I > m
the heavily populate

and /rirj/,*. an

Plus OtJb
Great Negro Stars '.

TELL IT-SELL IT

on the NEW

K-SAY

10,000 WATTS

1010 KC

Stto

1550 California Street, San Francisco
1815 Alcatraz Avenue. Berkeley

WALT CONWAY

■

lionally

JOHN E PEARSON I COMPANY

GRANT WRATHALL

- K-SAY

* c i ' i ' | ■ 1 1

SAN FRANCISCO

SPONSOR

4 mai 1951

MORE LIGHT OP

* Monday- Friday average, Second March Report NT1

DAYTIM1

Out of the 38
sponsored network
quarter hours
between 7 a.m. and (> p.m.
CBS Television
Avins the biggest
audiences in 29 . . .
the second ranking
network wins in 5 . . .
the third network in 4

NEW DATA PROVES AGAIN

that WNHC-TV, New Haven-
Hartford, is the dominant sta-
tion — by an overwhelming
margin— in a 14-county area,
covering 896,000 TV hot
Sign on to sign off, seven days
a week, WNHC-TV delivers
average audiences 210%
greater than top New York
City station; 244% greater
than Hartford; 174% greater
than New Britain. Your KATZ
man has the proof : ARB, Nov.
L956; PULSE, Oct. 1956;
NIELSEN NCS #2, 1956.

WNHC-TV

NEW HAVEN-HARTFORD, CONN.

Channel 8

ABC-TV* CBS-TV
Represented by KATZ

operated by: Radio and Television Dlv. / Triangle Publications, Inc. / 4-6th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM ♦ TV, Philadelphia, Pa./wNBF-AM*FM*TV. Binghamton, N. Y.
WHGB-AM, Harrisburg. Pa. /WFBG-AM • TV. Altoona, Pa. /WNHC-AM • FM • TV, New Haven-Hartford, Conn.

National Sales Office, 485 Lexington Avenue, New York 17, New York

ESPECIALLY IN HARTFORI

mat lignificant h and ndio

With inlrrprrtalinn
in depth lor butj readrrs

SPONSOR-SCOPE

4 MAY

C*pyrl|hl IM7
SPONSOR PUBLICATIONS INC.

Detroit's gravitation toward \\ and radio as prime media l<>i selling 1958
models continaed to gather momentum this week.

Willi In divisions "I the Big Three manufacturers ahead) committed, these othei .
|iccis are now in the process "I shaping up:

• Fdsel. scheduled to make its bow tlii- fall, apparent!) is shoppii t\
network Beries (in addition to specials costing about 8350,000 each).

• The Chrysler Imperial division ma) come through with i series ol ti own.

• Pontiac is expected i" move into the network picture via the specials cut"-

• Nash can l>r counted on for tv-radio participation, once it- reorganizal
have been settled.

I See What's Behind Detroit's ^l(M) Million \ii Budget, page 27, for what i- n
this terrific Detroit air romance. 1

c« iininil ments f< ir the 1 1 imins

From present indications, Detroit uill spend at least 2595 mure in prime-time net-
work tv during 1957-58 than in the current season.

About 10 r f of this increase ma) be credited to higher time and proj I fo-

rest is from the heart.

SPONSOR-SCOPE's estimates of Detroit's network h
son are:

iALENTCOSI

$3,000,000

10,000,000

2,750,000

NO. SHOWS

Buick

( li«\ rolet

( Ihrysler Corp.

Dodge

DeSoto

Ford

GM part-, etc.

Lincoln-Mercur)

Oldsmobile

,')

specs •

l'l\ mouth

1,500,000
1,000
5,300,000
3,400,000
3,750,000
2,100,000
2,350,000

! IMI COS!

$2,800,000
7,500,000
0,000
1,600,000
1. inn. i ii mi

,, 700,000
2,100.000
3300,000
1,200,000
3,200,000

lOTAl
$5,80
17,501

6,10

3,000

5,50

GRAND TOTAL 16 500.000 I 000,000

Note: Time costs are net to the advertiser.

See \eu . Wrap-up. page (>2. for li-t of automotive programs.)

What about automotive spot? Here's how to gauge that: i>m*> the network .ml i-
Btraightened out, individual-station schedules will get their inning. Good

The $5.5 million (gross) spread thai Ford is baying on < BS Radio thi* fall
will have the umbrella title The Ford Road Show.

If anvhod\ can get awa) from this bombardment, lord figures, he moat I"- deaf.
Moreover. Ford has added this bit of insurance: I ach of the daih personality irles

CoUingwood, Arthur Godfrey, Bing Crosby, Rosemarj Cloone) and Edward I!. Murroa will
be followed bv an announcement to "Listen to the nexl Ford -ho*."*

\ sidelight on the Ford deal that delight- the competitive networks: Ford's domina-
tion of the CBS Radio schedule is so scattered that other automotive* will have to
buy elsewhere.

SPONSOR

4 MAY 1957

SPONSOR-SCOPE continued

Time was when Detroit thought only in terms of exclusive identity.

Now Buick (Ford really blazed the trail) is buying alternate sponsorship in
Wells Fargo.

In other words: Like the packaged goods people, the car manufacturers want cir-
culation, frequency, and minimum risk as well as explicit identification. More and more,
they are behaving like the makers of a family product.

NBC TVs healthy pickup in daytime business was a big help in creating a
favorable margin of 7.8% between the first quarters of 1957 and 1956.

PIB reports NBC TV's initial 1957 billings as $47,987,966, against $44,495,804 for the
first three months of 1956. The difference represents roughly $3.5 million, of which $2 mil-
lion came from daytime.

PIB's calculations also show:

Gross first-quarter time charges for the three networks were 8.4% better than
a year ago. In March alone the upturn amounted to 7.3%.

Westerns appear to be holding a steady pace on the tv networks.

At SPONSOR-SCOPE's request, Nielsen supplied these ratings:

PERIOD NO. WESTERNS AVG. SHARE OF AUDIENCE
March 1956 7 36.9%

October 1956 7 41.8%

March 1957 8 40.0%

Note: Statistically, the 1.8% difference between the last two averages could be wiped out
by probable margin of error.

Nielsen was asked by SPONSOR-SCOPE this week how daily tv viewing and
radio listening per day have stacked up over the past three years. The answer:

PERIOD HOME VIEWING RADIO LISTENING

Jan. 1955 5 hrs., 49 mins. 2 hrs., 31 mins.

Jan. 1956 6 hrs., 1 min. 2 hrs., 16 mins.

Jan. 1957 6 hrs., 4 mins. 2 hrs., 12 mins.

How big a difference in radio listening is created by heat or cold? In short,
does summer drive 'em away? The answer is that during the afternoons and evenings
there is no difference. Winter mornings, however, seem to have somewhat of an
edge.

In terms of millions of homes per minute, Nielsen shows:

HOMES
5.2
6.6
6.1
6.2
4.0
4.1

The radio networks could well go back to exploiting a favorite promotion
device of the 1930s: citing with pride the number of 100 leading national ad-
vertisers using the medium.

According to a SPONSOR-SCOPE check, 45 members of this bluechip list for
1956 either are now in network radio or were there since 1 January 1957:

ABC 13 CBS 27 NBC 20 MBS 7

10 SPONSOR • 4 MAY 1957

PERIOD

TIME

July 1956

Morning, Mon.-Fri.

Jan. 1957

Morning, Mon.-Fri.

July 1956

Afternoon, Mon.-Fri

Jan. 1957

Afternoon, Mon.-Fri

July 1956

Nights — 7 days

Jan. 1957

Nights — 7 days

SPONSOR-SCOPE contuuud

Amid recent grumbling about spot ami its ;rowth problemt See 5P0NS0R-SC0P1
21 \pril. page 9), this week was filled with excitemenl oi othei kinds. New bosfaseas , heered
tlic fraternity, for one thing. For another, ideas ami problem! bobbed up on rarious im-
portanl fronts.

In all, these live highlights were noteworthv :

HIGHLIGHT NO. 1: Kellogg acting on the premise ilut it gol int.. spot h

loo little ami loo late i- planning to add $.'i million lor daytime Spot to it- l\ budget

via Burnett*

I In- target i- kids; the type of programing depends on what K. ivailable

and acceptable.

Preferred is a half-hour atrip Monday through Iriday either 1 ■ v t - .. r film) with
alternate sponsorship a possibility. One taboo: No competition with Mickej Moan

Dimensions of the campaign: The top 15 markets.

Kellogg currently is spending between 13 and -I million in network and spot ii

kels i Superman and Wild Hill Hiekok -hows), making il around ^7 million in ill.

HIGHLIGHT NO. 2: FCB's Vn Pardoll is asking industry cooperation

in keeping NCS#2 updated a- to changes in power, frequency, prog] etc.

Pardoll'a thought is that a standardized form should be the first step. So he'i solicit-
ing re|>s for suggestions.

Some reps think (hi- information -hould be channeled through Nielsen.

HIGHLIGHT NO. 3: The "piggyback" i- meeting mounting objection!

from tv .stations.

\- a reminder: A '"piggyback" is a minute commercial which pair- messages for two
products on the same -trip of film — like the Ted Mate- agency's currenl twin plugs foi M&M
Candy and Uncle Ben's Rice (both owned by the same firm).

Prime objection to "piggybacks": Station- feel the) are a device for evading purchase
of two 20-second spots.

HIGHLIGHT NO. 4: idam Young is doing a three-part updating on
radio's "profile" — the first part of which will go to advertisers and agencies this "■■

Part I deals with the importance of focusing the ad campaign at local amliem • -
how stations fit into this marketing concept.

Part II will appraise the matter of coverage and define \shat tin- spot advertiser should
look for in facilities.

Part III will treat with rate structure vis-a-vis cost-per-thousand.

HIGHLIGHT NO. 5: Mere*- an innovation by a major Madison \\e. rep

organization that can have l>r«uid repercu-sion- in the field of selling: I be sales develop-
ment director, like salesmen, now shares in commissions.

The philosophy behind the move: As a medium becon ipetitive,

requires more factual support: hence the fellow wh k- up the script i- entitled t.. the

same consideration as the fellow who spiel- it.

Lorillard is testing its new mentholated brand — Newport — on the Weal < oa-l.
Distribution should be national by mid-summer.

The next wholesale search of film vault- *i!l he tor old ne wared shots.
F'rudentiaPs forthcoming The 20th Century series will make massive use of men

library clips in documentary sequences.

Between S3.5 and S4 million has been appropriated for this mixture of half-hour and
hour programs on CBS TV. Reach & MrClinton i« the agency.

SPONSOR • 4 MAY 1957

SPONSOR-SCOPE continue,!

Like P&G, General Foods will be riding high on daytime tv next season.

In a radical reversal of its attitude toward daytime tv, General Foods' plans now call for:

• A cutback to as few as five nighttime network shows, and

• I he sponsoring of at least nine daytime programs.

GF's daytime blueprint includes continued sponsorship of the Mickey Mouse Club on
ABC TV. expansion of its CBS 'J'V commitments, and the addition of four program strips
on NBC TV.

The motivations for the switch are these:

1 I Broader diversification and frequency of network scheduling.

2) As night networks' costs continue up, daytime tv offers a chance for economical buys.

General Foods' tv budget remains what it was during the 1956-57 season, but the allo-
cation will swing from 75% nighttime and 25% daytime to a 50-50 split.

P&G is in no rush to decide whether it wants to continue its partnership with
General Foods 9-9:30 on CBS TV Monday nights. It has until 15 May to decide.

Meantime GF will have to wait in making final fall plans. If P&G elects to pull out,
General Foods will sponsor Danny Thomas by itself.

The sales gap between NBC Radio and CBS Radio is closing rapidly.

How fast the runner-up — NBC Radio — has been galloping can be measured by these
contrasting figures:

• In April 1956, CBS Radio was six hours ahead of NBC Radio.

• This April less than 25 minutes separates the two.

Source: PIB's reports on sponsored radio. (PIB makes a check on the number of hours
sponsored on each network the first of the month.)

No sooner had NBC TV broken down the old taboo about competitive adjacencies
(the protection is now limited to two or three brands) when another cropped up. It concerns
product adjacencies.

For instance:

• The cigarettes kick up a row any time a mouthwash, dentifrice, breath-sweetening
gum, or even a digestive aid is put next to them.

• Cold remedies sizzle if a citrus account is on either side, because Sunkist's copy oc-
casionally claims therapeutic value.

The squeeze is not a happy one for NBC TV — particularly on Tuesday nights. The

cigarettes are so slotted on that night that they can block out a long list of potential sponsors.

(For details on the new rules on product protection see 2 Feb. SPONSOR-SCOPE, p. 9.)

Pretty amazing to Madison Ave. is the amount of money that Kraft spends on
merchandising its Wednesday night show on NBC TV.
The weekly budget is $5,000.

Incidentally, the Kraft Theatre goes into its 11th year next week.

K&E's Max Uhl will unveil a definitive compendium on tv during the agency's
annual management conclave at Lake Placid 15-18 May.

Referred to as the "Television Bible," the presentation treats with tv's:

• General principles in media buying and programing.

• Audience and merchandising impact.

• Best methods of approach.

For other news coverage in this issue, see Newsmaker of the Week, page 5; New
and Renew, page 47; Spot Buys, page 54; News and Idea Wrap-up, page 62; Washington
Week, page 73; sponsor Hears, page 76; and Tv and Radio Newsmakers, page 82.

SPONSOR • 4 may 1957

■■ STA. "A" 15.6°
■■■■■PUi

STA. "B" 13.2%

STA. "C" 8.8%

■■■1 STA. "D" 5.9%

■■ STA. "E" 4.5%

■I STA. "F" 4.3%

■ STA. "G" 4.1% .
■
IB STA. "IT 3.7% I

\E STA. "I" 3.6%

TA. "J" 1.6% ,

? m

OTHERS 2.6%

Another Hooper* Run-Away Report From Miami:

WQAM nets more than twice the daytime
audience of the runner-up station

. /// 3 Agree: First it was Hooper . . . then Trendex . . .
Now PULSE shows WQAM in FIRST PLACE

Mon.-Fri. 6 a.m. to midnight. Feb. -March, 1957.

Send for a Blair man . . . or call WQAM. G . ndler

•7 a.m. -6 p.m. Mori. -Sat.. March-April, 1957.

WQAM

Serving all of Southern Florida
wi/h 5 000 woffs on 560 he

MIAMI

Today's Radio for Today's Selling

TODD STORZ,
President

WDGY WHB

WQAM

Minneapolis-St. Paul Kansas City

Miami

Represented by John Blair & Co.

KOWH

Omaha

WTIX

New Orleans

Represented by Adam Young Inc.

IF YOU

MJJL^l

(THE MILLIONAIRE)

SOLD
SOLD
SOLD
SOLD
SOLD
SOLD
SOLD
SOLD

n the past 6 days on WCBS-TV, New York

n the past 6 days to WGN-TV, Chicago

n the past 6 days to WFAA-TV, Dallas

n the past 6 days to' KTLA, Los Angeles

n the past 6 days to CKLW-TV, Detroit-Windsor

n the past 6 days to KHQ-TV, Spokane

n the past 6 days to KLFY-TV, Lafayette, La.

n 8 Southern markets

to BLUE PLATE FOODS, New Orleans

77as/>/

Million-dollar

March Nielsen of 38.0 just scored by
the first runs of THE MILLIONAIRE
. . . 51.3 r r share of audience! 2nd highest
rating of any dra?na scries on television!

You'll feel like a million when you ki
off the biggest ratings in your market with
IFYOU HADA MILLION-!

show of thi 1 your MCA TV

representative today!

A DON FEDDERSON PRODUCTION OF 39 HALF-HOUR FILM HITS
IMMEDIATELY AVAILABLE TO REGIONAL AND LOCAL ADVERTISERS

NUMBER 1 !

of all film adrtnfure programi

NO. 1 NATIONALLY (PULSE-FEBRUARY) PLU
TOP OF THE TOP TEN FIRST RATINGS IN EVERY MARKET

Look at these first ratings and audience shares! (ARB-Jan. Feb. Mar.)

#1 in CHICAGO
#2 in MINNEAPOLIS
#2 in JACKSONVILLE
#1 in CHICO
#5 in ATLANTA
#5 in LOS ANGELES
#2 in HARRISBURG
#3 in STOCKTON

22.4 38% shore
173 35% share
41.3 74% share
57.3 88% share
203 54% share
16.9 19% share
23.3 54% share
22.3 49% share

#6 in CORPUS CHRISTI 31.9 45% share

#2 in ALBUOUEROUE

#1 In ST. LOUIS
#1 in PEORIA
#2 in SAN ANTONIO
#4 in BAKERSFIELD
#7 in OMAHA
#3 in SCRANTON
#4 in TULSA
#8 in BOSTON
#2 in MEMPHIS
28.9 61% share

37.1

38.0

31.0

35.2

20.7

263

75% share
70% share
58% share
67% share
42% share
49% share
48% share
60% share
44% share

ROD CAMERON stars in 39 roaring-with-action

half-hour adventures srt against the breath-taking Nevada backdrop

...Las Vegas, Virginia City, Boulder Dam, Reno, Lake Tal

Mojave Desert. Produced bj REV1 E PRODUCTIONS.

ALREADY SOLD IN 181 MARKETS

to these important regional buyers: Retinoids Tobacco Company,
Lipton Tea, Falstaff Bri wing (72 marh ts), Kroger Supermarh ts,
Coca-Cola, General Electric, Schlitz Beer, Hamm Brewing,
Carting R,< icing, Schmidt & Sons Bn <>■< rs, National Bis* uii
Company, Prina Macaroni, RKO Teleradio, Si;/" Milk Prod
Gold Bond Bti r . . . plus troops of local stations and advertisers!

\Check MCA today - be "Top Ten" in your mar!

DuD@

Write, wire, phone your MCA TV Film Representative

598 Modison Avenue, New York 22, N. Y.

(PLaza 9-7500) and principal cities everywhere

ftw

Can You
Top TWs?

WOW-TV

CHANNEL

BLAIR TV, Representative
FRED EBENER, Sales Manager

A
MEREDITH
STATION

OMAHA,
NEBRASKA

I Timebuye
at work

Bob Fountain, Young & Rubicam, New York, all-media buyer for
General Foods, comments: "Radio is traditionally a highly flexible
medium used, to a large extent, to saturate a market quickly during
a short period of time. The negotiation for this time may have to
be completed in a matter of hours and this requires accurate and
comprehensive availability infor-
mation. These availabilities are
the basis of all purchases and it is
this starting point from which
values are projected and conclu-
sions drawn. Availabilities usual-
ly include the time period of the
show and its cost, but all too fre-
quently ratings are omitted and
the amount of commercial time
in the program is seldom shown.
Amount of commercial time is
usually a mystery to the adver-
tiser, remaining in the realm of exclusive station information. Why
so? This data is a yardstick of station management, and the per-
formance of our advertising depends on the commercial load car-
ried by a program. Any indication of commercial time on shows
would put a new light on the buving and would provide the
prospective purchaser with another valuable tool for evaluation."

Art Topol, Donahue & Coe, New York, timebuyer for Kasco Dog
Food, says: '"The "1" in timebuyers is for telephone discovered by
Don 'Bell' Ameche which is a constant companion for the harried
timebuyer. 'F is for the numerous idiosyncrasies of this wonderful
and fascinating business known commonly as advertising. 'M' is

for the middlemen called station
reps who try to mesmerize the
buyer in favor of his station. 'E'
is for the economy, efficiency and
energy that the buyer utilizes on
the expenditure of the advertiser.
'B' is for the brides that all good
secretaries become when they are
fully trained. 'U' is for the ubiq-
uity of avails, ratings, cost-per-
1.000's. paper work, schedules,
and so forth. '\ ' is for yesterday
which is the day most buyers usu-
ally require requested avails. 'E' is for the entertainment and en-
thusiasm that is a trade mark of advertising people. 'R' is for the
various ratings that are helpful, confusing and only indicators, not
the gospel. 'S' is for the stations throughout the country that provide
the time which buyers use for their advertiser's messages. Put them
all together — they spell 'timebuyers.' They mean the world to me!"

SPONSOR

4 may 1957

EXCLUSIVE ABC

OKLAHOMA CITY

KliiiU-IU

APPOINTS

BLAIR

ASSOCIATES

INC.

as exclusive national representative effective May 1, 1957 . . . BLAIR offices in

New York Detroit St. Louis Los Angeles Boston

Chicago Jacksonville San Francisco Dallas Seattle

the new KGEO-TV tower

1386' ABOVE AVERAGE TERRAIN • FULL POWER 100,000 WATTS

SPONSOR • 4 may 1957 19

by Joe Csida

IN THE BILLION DOLLAR

COLUMBUS, GA. markit

WRBL

55% MORE*

radio homes
delivered

*55% MORE THAN STATION "B"

Day or night monthly — NCS No. 2
WRBL also leads in day or night weekly, day-
time weekly, and daytime daily.

2 2 2 MORE

TV homes

WRBL-TV offers 222%
MORE TV HOMES THAN STATION "B"

W R D L ■ 1 V ! First Prize
Winner in promotion of the Ray
Anthony Show.

Merchandising and promotion of your
show on WRBL or WRBL-TV receives
the attention of the same people who
won this award as the best in the
nation.

WRBL

AM - FM - TV

COLUMBUS. GEORGIA

CALL HOLLINGBERY CO.

Sponsor

Agencies should be in show business

Ever since the first medicine man leaped off the
tail board of his wagon to pass out the snake
oil to the crowd his coterie of performers had
softened up via entertainment, show business
has been utilized to sell merchandise. And effec-
tively. The radio-tv departments of agencies,
large and small, of course, are essentially show
business wings of their shops. But apart from the
obvious and vital need for activitj in radio-tv, many agencies have
also profitably dabbled in other show business areas for their clients.

Philip Morris, for example, currentlv has a live country music
show out on the road, playing to thousands and thousands of folks
and selling plenty of cigarettes. And in recent weeks Young &
Rubicam and the D'Arcy Agency respectively have inaugurated
activities in two other key entertainment industry branches. Both
involve large investments, but open new avenues in advertising.

Y&R has made a deal with one of the smartest showmen and
businessmen ever to take a few million dollars from Sam Goldwyn.
I am talking about a gent I have written about previously, by the
name of Frank Loesser. Last time I did a piece about the writer
of such Broadwav hits as "Guys and Dolls" and "Most Happy
Fella." as a matter of fact, he wired me that he would gladly accept
my hand in marriage. Since I have no desire to commit bigamy, and
another eulogy of Mr. Loesser is somewhat beside my present point,
anyway, I will merely sav that if Frank is involved in the Y&R deal
it will be great.

It is a big investment but one which will pay off

You may be sure that it has already cost Y&R a substantial sum
of money. And you may be equally sure that Y&R will get their sub-
stantial sum's worth. For in my own personal dealings with Mr. L.
I have always found him. as has every one else I've ever known who
has had to dicker a dicker with him. a hard bargainer, a man who
insisted on amounts to make you gasp. But also a man who. having
made you add a few zeros to the check, will break his very back to
make sure he delivers up to a standard \ ou scarcely dared hope for.

You can place your bets right now that out of \&R. as a result of
their deal with LoesseFs Frank Productions. Inc.. will come some
of the brightest, most powerful sales jingles in all the history of ad-
vertising. You may depend on seeing exciting innovations in sales
presentations, spots, program themes and any other phase of the
agency's activities to which Mr. L. lends his incredible talents. \ &R
is to be complimented on acquiring Mr. Loesser's services, and
thanked for blazing another portion of the show business-agency
trail I'm discussing here. For the proper utilization of music in

SPONSOR

4 may 1957

AND STILL CHAMPION!

IT'S THE
THIRD
CONSECUTIVE

YEAR
WE'VE WON

BILLBOARD'S
FIRST PLACE

AWARD
IN EVERY

LAB
CATEGORY

All ■ ire more than

tlu- coveted Mil lb

in .ill. And \
sincere thanks to al! ot you in the TV industl

iblc.
At CFI our one desii mm

omy for our clients by providing compli

at the greatest speed it with qualn

takes more than desire to make a winner. We km .v.
could not have won without the finest equipmi
the determination to please and dedicated personnel
comprising the best creative technicians in the work)

very special thanks to led Hirsch. Lab Superintendent;

Ted Fogelman, 16mm Su|
Ed Reichard, Chief Engineer and their r>

SID SOLOW/l /'

The CFI Bill'

1953 CFI won the first place award for quality.

1954 Three laboratory categories. CFI scored a grand slam"
winning all 3 first place awards for quality, speed, and economy

1955 Three laboratory categories. CFI again scored a "grand slam"
winning all 3 first place awards for quality, speed, and economy

1956 Seven laboratory categories. CFI scores its third consecutive
"grand slam" winning all 7 first place awards . . .

UK. HI si Q( Alll\ PI • \X Hilt

I \sllsl SERVK t PR

CONSOLIDi

INDUSTRIES

HOLLYWOOD: 959 SEWARD ST. HOLLYWOOD 9 1441

NEW YORK: 521 W. 57TH ST. CIRCLE 7 4400

SPONSOR

4 may 1957

KORl audience
in lonsing

20 to 1 P°* er

5000

uvtw

WMtt

_-W\ar. '57 Hooper
In Lansing Shows
MONDAY THRU FRIDAY

7 -.00 a.m.—
\l noon

\l noon—
6:00 p.m-

Y^ll.S Station B
26.6

58.9
54.6

32.7

IAMSIMG

More listeners than

all other stations

heard in
Lansing combined

* Ja n. thru Mar. average
C. E. Hooper, Inc.

«, . a(> >as sports

music &

Represented Nationally by
Venard, Rintoul & McConnell, Inc.

Sponsor backstage continued

every sense is a vital part of show business and can be an increas-
ingly vital part of any advertising and merchandising business.

\\ hub rather naturally takes us to the D'Arcy Agencv-Budweiser
excursion into still another show business area. I did a SPONSOR
column well over a year ago timidly proposing that major adver-
tisers and agencies might consider the idea of finding and develop-
ing their own stars from scratch, rather than laying several million
dollars on the line for a performer who has suddenly become hot.
I said this anent the multi-million dollar Jackie Gleason deal.

I'm not sure I though I hope to talk to the D'Arcy and Bud peo-
ple at great length to find out about this I that the agency-sponsor
talent development program I suggested is what D'Arcy and the
Budweiser folks have in mind. I do hear that they are "sponsoring"
a new boy singer named Steve Schulte. They have recorded four
sides with him, and are having these released by the ABC-Paramount
record division.

With talent and proper handling stars can be created

Recently they paid the line charges to have the lad picked up and
carried on the NBC TV Tonight show doing two 15-minute spots
from a brewer's convention in Texas. I understand they are look-
ing for additional radio and tv time on which to present him. and
that they are putting the full resources of their field staffs behind
the promotion of his records.

If this young man is a talented singer, and the people in charge
of his development are experienced and intelligent show managers,
there is no reason in the world why he cannot be built into a tre-
mendously exciting attraction. If the agency is successful in so
building him, he should become an exceedingly valuable advertising
and merchandising weapon for his Budweiser backers — more valu-
able in that he will be associated with Budweiser from the start.

There have, of course, been many other occasional examples of
agencies and advertisers utilizing entertainment in off-beat fashion
as a powerful merchandising weapon. Some sponsors have bank-
rolled and distributed tv film series. During the war the Esty
agency did a remarkable job for Camel cigarettes with star-studded
live shows playing service camps and bases.

The appliance and auto makers have presented spectacular live
shows on tours and at conventions.

My point, however, is that no single agency has yet considered
show business and its potential for selling merchandise as a medium
with which to work fully and continuously in the same sense that
the agencies work with radio and television.

It may just be that one of these days a Y&R, or one of its bright
competitors will set up a vice president in charge of show business
merchandising, including radio-tv.

And under him a department which will utilize the finest music
writing, publishing and exploitation talent available: which will find
and develop powerhouse performers; which will assemble and put
into operation show companies on tours, etc. Which, in short, will
utilize show business" magic in helping to move merchandise. ^

SPONSOR

4 may 1957

Formula For Sales:

NCS

*2X

PULSE

_ ACTUAL
" AUDIENCE

This is the 29-county area in which
NIELSEN gives KCMC-TV 25%
or MORE weekly coverage.

AREA TELEPULSE (February, 1957)
of this same area shows KCMC-TV
clearly dominates this area with an
audience MORE THAN 2 Vi TIMES
that of the second station -Providing

DOMINATE SERVICE

117,100 TV HOMES

TELEPULSE - TOTAL WEEKLY
SHARE OF AUDIENCE

KCMC-TV. .49%

STATION "B" 197o

STATION "C" \l°7°

ALL OTHERS 197o

/// this area there are:

575,000 PEOPLE
166,000 HOUSEHOLDS

$600,000,000 Consumer

Spendable Income
$450,000,000 RETAIL SALES

200,000 FARM POPULATION

Interconnected

CBS-ABC

Texarkana,Tex.-Ark.

KCMC-TV

Maximum Power
100,000 WATTS
Channel 6

Represented by Venard, Rintoul and McConnell, Inc.

WALTER M. WINDSOR, General Manager RICHARD M. PETERS, Commercial M.,

sponsor • 4 m a 1957

Handy Bookmark Series

Keep your place
in Los Angeles
with KTTV

49th ant
Madison

MFA Mutual fire sale

Maybe sponsor readers would enjoy
this memo sent to us by Felix Hen-
drickson, MFA Mutual supervisor in
Arkansas. As you know MFA Mutual
uses many radio and tv stations and
encourages our agents to be air-active.
Announcer Eddie Goetze of Radio
Station KTLO of Mountain Home,
Arkansas, had one for the public Fri-
day morning, April 5th when the fire
department answered a call at the
home of Hiram Byrd where a flue fire
had the wall paper ablaze.

We quote: "We interrupt this pro-
gram to give you the location of the
fire. The Mountain Home Fire De-
partment is answering a call to the
fire in the Hiram Bvrd residence on
College Street. THIS FIRE AN-
NOUNCEMENT IS BROUGHT TO
YOU, (chuckle . . . now this is a good
one . . . chuckle, chuckle ... no folks
this isn't funnv! . . . chuckle)
THROUGH THE COURTESY OF
HIRAM BYRD. MFA MUTUAL IN-
SURANCE AGENCY. And reminding
you, don't wait until it's too late, see
your MFA Mutual Insurance Agent
today. See Hiram Byrd for all your
insurance needs. I repeat — the loca-
tion of the fire is at the home of Hiram
Byrd on College Street."
W. Judd Wyatt
director of advertising,
MFA Mutual Insurance Co.
Columbia, Mo.

Convention controversy

I have just gone through your April
20 issue and found some things of in-
terest and some things that I question.

I agree with some of the points you
make regarding the NARTB conven-
tion, in your editorial page, and I say
the headquarter staff is entitled to a
pat on the back — but evidently, I did
not attend the same convention you
did. It was the biggest — it was well
organized — it was sober — it was hap-
py — but I don't think it was the most
constructive convention, when I stop
and think of the problems which face
this industry.

Editors of publications should help
lead an industry and I know you fight

SPONSOR

4 may 1957

fen things which strengthen the in-

dustry, Take anothei g I look al

t F t i ~. convention and help the industn
think about how to do better in the
future.

\inl maj I mention "This we fighl
for" I take exception to your point

linsl private firms doing the work
in research. Go back ini<> history and

think about what happened when the

industr) trie<l to do a job. I am sure
\( S #2 is the best thai has been done
tu date and I am sure thai if the bu) -
er. Beller and research firm, workinc
with VJRF, gel together, thej can find
ways of making the research better.
Edgar Kobak

Business Consultant. \etc ) oil.
Salesmen select SPONSOR

You will undoubtedly be pleased t<>

learn that our local sale- staff ha- voted
SPONSOR "The Time Sale-men'- Mosl
Valuable Magazine.'' This we believe
i- the reflection of their desire not
onlj to keep abreast of advertiser and
agenc) activities, bul to obtain ideas
which the) ma) use to adapt to local
situations.

In liiiht of this high honor accord-
ed SPONSOR, we wish to obtain sub-
scriptions for each of them.

Iu>\ M. Schwartz, advertising
& sales promotion infer..

WBZ & WW/. I

What about reprints?

In your very fine publication, you fre-
quent l\ have articles which we can use
to advantage in contacting local, re-
gional and national accounts. Thev
arc always extremely appreciative of
this information and frequently it is
helpful in securing new business.

The purpose of this letter is to ask
you if reprints are available on any
and all articles in vour publication
and. if so. on what basis may we ob-
tain them?

Graham H. Moore, director of sales

KSBW-TV & KVEC-TV
Salinas. Calif.

• krtielea of unusual interest arc reprinted.
Tear sheets of mosl articles arc available \*iihoui
rharsr.

Index needed

Could you help us? Is sponsor in-
dexed anywhere? We badly need an
article index to your \er\ useful pub-
lication for our library.
Mary Margaret Smith, librarian
Brisacher, Wheeler Division
Cunningham & Walsh. San Francisco

• SPONSOR is Indexed sttmi emrnellj The

listings appear in July and January i..ur<. Tear
sheets of indlees are available.

When sales are down . . . your slip is

showing! You just forgot to sell South

Texas with KONO Radio. Sell 'em up

down South without a barrel of money . . .

buy KONO Radio at the lowest cost per

listener from your H-R or

Clarke Brown man.

860 kc 5000 walls

SAN ANTONIO ,* RADIO

NOW RATED

FIRST

in San Antonio's home
county by N.C.S. No. 2

. . . and rated FIRST by local
advertisers year after year . . .
for lowest-cost salesmanship

SPONSOR

4 may 1957

3 SALIENT STEPS

I TttpTouwi/

1. Market Power — NCS #2 reaffirms the size
of this surging market . . . WBTV embraces 77 pop-
ulous, prosperous counties . . . more than three-
and-a-half million people controlling four-and-a-
half billion dollars in effective buying income.

2. Distribution Power — WBTV stands astride
one of the two top distribution centers in the entire
Southeast . . . wholesale volume exceeds a billion
dollars annually. At almost the geographic center
of the two Carolinas, Charlotte is the distribution
capital of the richest area in the South.

3. Sales Power — This is your great advantage.
By using WBTV as your one basic unduplicated
medium, you cover this vast market effectively with
a low cost-per-thousand and superior sales results.

Want striking success stories and assistance in
blue-printing your own? Contact CBS Television
Spot Sales.

Jkfkkkwin Standard Broadcasting Compant;

SPONSOR

WHAT'S BEHIND
DETROIT'S $100 MILLION AIR BUDGET?

This week finds auto advertisers with more than

$70 million pledged to network television alone

f^ dramatic switch in the basic me-
dia thinking of the nation's automobile
manufacturers is underway. The air
media, traditional!) considered supple-
mentary, are toda\ emerging as De-
troit's basic buy.

I'his week, with Detroit- media
shopping season not yet over, there is
at least $72 million worth of network
t\ business on the books for 1957-58
b\ SPONSOR'S estimate — about 2.V ,
more than last season. The $100 mil-
lion SPONSOR estimates Detroit will
spend for all forms of air media nun
surpass automotive expenditures in

newspapers Detroit's biggesl medium
in years past. (For a lisl of Detroit's
net t\ buys to date, see SPI >NS< >R-
SCOI'K. page 9.)

Detroit i- apparently buying net-
work tele\ i»i<'ii tiiM t" 1 arl\
.rack at the 1 boii esl availabilities,
\nd it's buying network t\ like pack-
aged goods companies with a new em-
phasis on circulation, frequency and
spreading the risk. You can take this
as a straw in the wind, however, a-
far as the other air media are con-
cerned: This week Ford made the
largest single network radio bin in

-. plunking down *">."> million
of < BS Radio
shov -

\\ hat's behind Detr< - the

-n alrj the ans - more in

the realm of automotive n
than it does in air me. I - - ian-
ship. Trends in the selling
evolved i" the point where the
strengths of the air media dovetail t.>-
da\ w ith Detroit's

F01 I '■ broil has lenl

of sales - It has sw it< bed

advertising emphasis from old-time
nuts and bolts cop) t" the thrill of the

SPONsoi;

I \I \Y 1951

A lot of factors may have changed the Motor
City's mind about tv, a medium it once regarded
as "fine for selling soap — but not autos"

ride and the sense of master) thai
comes with a car responding to the
slightest touch. It has found tv the
effective \\a\ t<> dramatize such ap-
peals; it can virtually give the viewer
at home a demonstration ride. Detroit
has also turned to styling cars for the
feminine taste, and television has
proved to be the medium that reaches
more women than any other.

All of the following have played a
role in making 1957 the biggest auto-
motive year in air media:

Auto design: An increasing em-
phasis is placed on stvle instead of
consumer need. The passenger car in-
dustry thrives on creating "obsoles-
cence" through design rather than
through motor wear. Its economy de-
pends on car owners trading in every
year or two regardless of how many
thousand miles are left in their "old
crates." There is little doubt that
Chrysler Corp., which only a few sea-
sons ago was in real trouble, has
roared back through this year's ultra-
modern styling. Smallest of the Big
Three, it has scored the most striking
gains in 1957. with first quarter sales
of $1.1 billion, a high-water mark in
its corporate history and a 55% gain
over the same period a year ago. There
also is little doubt that Chrysler's
hea\y use of tv ( Lawrence Welk, Shoiv-
er of Stars, Groucho Marx, etc.)
played a major role in getting its styl-
ing message through to the public.

The American woman: Increasing
emphasis on high-fashion advertising.
This trend goes hand-in-hand with
auto design, since much of the de-
sign is aimed at the distaff side. In a
speech he will make on 7 May to the
Kansas Cit\ Women's Chamber of
Commerce, George W. Walker, vice
president and director of styling for
Ford, will reveal the woman's influence
on auto styling and sales. "Their de-
cision is paramount in selection of a
car's color," Walker told sponsor.
Automotive colors often reflect trends
in fashions and home decorating. The
"jeweled" look of instrument panels
are slanted at the ladies; power seats,
power brakes and power steering are
all adaptable to the "feminine touch."

Even power windows have been de-
signed so the woman operator won't
damage her fingernail.

Todav, woman's role in bu\ ing has
changed to the point where it is com-
mon practice for auto salesmen to take
their own wives along on demonstra-
tions. While the salesman talks to the
prospect, his wife talks to the prospect's
wife. Compare this technique with the
auto television commercial of today
and how effectively it uses the female
personality — Lincoln-Mercury's Julia

Meade. Chrysler's Mar\ Costa. Chevro-
let's Dinah Shore. They are not the
"Jayne Mansfield types"' with appeal
for men only, but rather high-fashion
"ladies' ladies." Women listen when
the) talk.

But women are not the sole key to
car sales. "More and more, children
are influencing automobile purchases,"
says Ernest Dichter, Ph.D., president
of Institute for Motivational Research.
"We have noticed, in the course of
testing television commercials for J.
Walter Thompson, the importance that
children attach to vitality and drama in
commercials for new autos. Ford's
retractable hard top is a good example
of this vitality and dramatic appeal.
Children's reactions to this kind of
thing move upward in the family hier-

WHO'S WHO IN AUTOMOTIVE TV/RADIO BUYINi

CAR BRAND

Plymouth

De Soto

Dodge

Dodge Trucks

Chrysler

Chevrolet

Pontiac

Bukk

Oldsmobile

Cadillac

CMC Trucks

■ Ford (cars
and trucks)

Mercury

Lincoln

Edsel

Nash & Hudsoi

Studebaker
Packard

COMPANY AD

L. T. Hagopian

dir. adv. & sain prom.

6334 Lynch K 1 Detroit 3

James L. Wichert
dir. adv. & sales mgr.
6000 Wyoming, Detroit 3

A. C. Thomson adv. mgr
Wendell D. (Pete) Moon
dir. adv. & sales prom.
7900 Joseph Campau Ave.
Detroit 11

W. D. Moore dir. adv.-mer
A. C. Thomson adv. mgr.
W. L. Kessinger asst.
21500 Mound Rd..
Detroit 31

Burton R. Durkee dir. ad
& sales prom. & H. L
Ault adv. mgr. 12,200 E
Jefferson Ave., Detroit

W. G. (Bill) Power
GM Bldg., Detroit 2

B. B. Kimball
Pontiac 11, Mich.

Paul Holt

Hamilton Ave., Flint 2

Mich.

L. F. Carlson dir. of sdv
Townsend St., Lansing 21
Mich.

W. T. LaRue merch. mgr,
2860 Clark Ave., Detro
32

H. T. DeHart

660 South Blvd.. East

Pontiac, Mich.

Henry M. Jackson v. p. &

supv. Ford car

W. G. Moore v. p. & supv.

Ford truck

3000 Schaefer Rd., Dear

born, Mich.

R. J. Fisher, adv. & sales
prom. mgr. 3000 Schaefer
Rd„ Dearborn, Mich.

J. J. Seregny

3000 Schaefer Rd..

Dearborn, Mich.

E. E. Foi adv. mgr.
3000 Schaefer Rd., Dear
born, Mich.

Fred W. Adams dir. ad
& roerch., 14250 Plymouth
Rd., Detxoit 32. E. B. Bro
gan, adv. mgr. Rambler
A. D. Gage adv. mgr
Nash. Hudson & Met
ropolitan

S. A. Skillman gen. sal<
mgr.. 635 So. Main, South
Bend. Ind.

■■ ■

AGENCY

N. W. Ayer & Son

4)00 I'm. . I.-. ..i Bldg.
Detroit 26, Mich.

BBOO

1800 Penobscot Bldg.,
Detroit

Crant Adv., Inc.

2900 Guardian Bldg.,
Detroit

Ross Roy, Inc.

2751 E. Jefferson Ave.,
Detroit 7. Mich.

McCann-Erickson

3546 Penobscot Bldg., De
troll.

Campbell-Ewald Co

CM Bldg., Detroit

MacManus, John &
Adams, Inc.

Bloomfield Hills Mich.

Kudner Agency, Inc.

575 Madison Ave.,
New York City

D. P. Brother & Co.
CM Bldg., Detroit

MacManus, John &
Adams, Inc.

Bloomfield Hills. Mich

Kudner Agency, Inc.

575 Madison Ave., New
York City

| Walter Thompson

2130 Buhl Bldg.. Detroit

Kenyon & Eckhardt

1500 Penobscot Bldg.,
Detroit

Young & Rubicam

1600 Penobscot Bldg.,
Detroit

Foote, Cone &
Belding

1060 National Bank Bldg
Detroit

Ceyer Adv., Inc.

14250 Plvmouth Rd.,
Del roil

Benton & Bowles
444 Madison Ave, New

York Chv

ACCOUNT EXECUTIVE

w'm. T. Lowe supv. ser.
warren Abrams radio & I'
-erv. rep., Detroit

R. E. Anderson gen. mgr.
John McKee acct. supv.

M. B. Calher a.e.
W. A. Hammond
media dir.

W. H. Cerstenberger v.p
& acct. supv.
Robt. C. Lyon a.e.

F. W. Ovcresch.. v.p. &
acct. group head
Robt. M. Ellis a.e.

Colin Campbell -r. v.p. &
gen. a.e., Philip L. Mc-
Hugh v.p. radio & tv

Hovey Hagerman sr. v.p.

Neve Richards

Sheldon Moyer v p. &

ass't. mgr.

\ . L. Corradi. a.e.

Chas. F. Adams v.p.

J. w. Millard

Donaldson B. Thorburn
v.p. & supv. radio & tv

D. J. Cillespie. v.p. ( acct.
-upv . Richard T. O'Riley
v.p. & sr. a.e. W. C. Mar-
tin vp. & a.e.

A. P. Butler v.p. & acct.
sup*.. H. E. Beard a.e..
J R. Bracken. Jr. a.e..
T. R Mavnard. Jr. it.

Bruce Miller
Albert Remington

J. F. Henry v.p. & a.e.
E. J. Rogers a-M. a.e.

TIMEBUVER

I New York I Helen Hart-
wig & Richard Biinbury

L. \veinrich media Mipv
W. B. Cruuse

James A. Brown

Carl E. Ha-sel v p. I
media dir

Kelso Taeger media dir.
w m. J. Davis ass't.
media dir.

Carl Georgi v.p. & media
dir.

( ha-. N. Campbell
media dir.

John Mar-ich. Ann Gardi-
ner. Marge Scanlon

Uatts U acker media dir.
Jack waUh

Elmer H . Frorhlich
v.p. dir. of media

John Marsich. Ann
Gardiner

Ralph Bachman media dir.
i Detroit 1. Tom Glynn.
Dorolhv Thornton > \e
York l

Brendan Baldwin media
-up. i\r» York I. Don C

Miller sr. v.p.. I. Ken

nedv

C. V Nnon
R. C Holbrook

Robt. Hussey. media dir.
Genevieve Lemper cnief
limebuver (Chicago)

J. R. Ti-livk) Detroit
media dir.

Janir^ Black accl. supv
Frank Slephan a.e.

Richard McCo<*y

SOURCE: Tills di

lied for 8PONBOB by William II. CartHTight. manager of Edward Petry &■

Copy switch from nuts 'n* bolts to style fits tv e

Tin- old emphasis on mechanii >l supei i
orit) i- refhx i ■! in the \\ illys Knighl ad,
uppei t mlii. I oda) 's can feature d( sign
.1- i'< idenci il I ■ % (lux sler i oi p's fabi ii
photo ii i ight, l'\ the high-fashion shot oi
.1 Men urj below . and 1 > v the t lldsmobile
picture with plenty oi woman-appeal al
Iowa i ight. I \ • ommen ials feature such
personalities as Julia Meade and Marj
• oata i" emphasize the new slant al
Hoiin ii as .i purchasing powei jusl as i ai
salesmen todaj take theii wives along on
demonstration rides to spui their Bales

WlLLYft-KNICHI S/ \

arch) and have a direct influence on
buying decisions, especiallv when par-
ents have no strong brand preference.
"While women and children must In-
recognized as important factor-."" Dr.
Dichter continued, "advertisers tnusl
not overlook the fact that tin- man in
the famil) seek- satisfactions for him-
BeH in an increasingly frustrating
world over which he has little control.
He derives satisfaction not onl) from
the power of his car but also from its
responsiveness. The Feeling that this
instrument does, after all. re-pond in-
stantl) to his touch uives him a sense
of master)."' I Most ride demonstra-
tion via t\ commercials certain!) con-
vex this mastery-of-motion feeling.)
" I he successful appeal to the car buyer
will use all these famil) needs, weaving
them into a commercial which will act
effectivel) for mother, father, chil-
dren. ' \\ ith close to '20 programing
hours a week slated for t\ next fall.
auto manufacturers will have a chance
to do just that.

Prestige: Cars are social climbers,
too. Ever) auto compan) is trying to

push its own make a little higher up in

Motordom - social register. \\ hen su< -
cessful, it i- reflected in greatei public
acceptance and increased sales. There
have been cases ol auto- width have
been on the market for years, which
are median icall) excellent, hut which
ha\e never made the grade in public
prestige. Sponsorship of a good t\
show and it- identit) with the sponsoi
has been found effective in building
this feeling of prestig

"" Automobile advertising seems to
reap particular benefits from program
association, says Leonard Kudisch,
executive vice president of Schwerin
Research Corp. "lor example, com-
mercials for one make had no effec-
tiveness gain when tested in a partici-
pating -how. bul gol seven percent of

ARTICLE IN BRIEF

Current buying at auto companies and
agencies indicates a S 1 00 million year
for air media, its biggest ever. This
fall, night net tv will find cars ad-
vertised practically across the board.
A change in Detroit thinking is respon-
sible for tv becoming a basic medium.

the audience to switch to the I
when tested on im whii h the

advertise! had been sponsorii
long time. Uong with this,
brani e of i "pv points m is than

tw ii .■ as high on the -

Schwerin Resea - ' • it i\ «-

\l- isure i- a test in which v i<
i ho k. before and afti

■■ ial. which make produi t t)
like to win. and the change in i h
i- noted. I "i autos, the "hVr i- a sub-
stantial toward the i -
deal the winner can mak<

In general, Schwerin R< » in h found
in summing up all te-t- in the
thai 54 r < m| i ar commen ial- i
tic ant it
le changing t-> the advert

brand. "I hat i- below the overall

for conii 'i all field-."'

Kudisch admit-. "It i-
for example. t.> swa) women's '■

es in tl • autv product fit ; '
hut it nevertheless shows that a lot "f
automobile commen ials are prodn
suits."

New marketing knowledge:
I Please turn to /«/_• 77

In-

SPONSOR

4 xtAY 1957

■I

m mmmmw

>0»|.

:h,Jid Milner Proilurt-' -uccess is the know-how of Howard S. Cohoon. 1.. president and Gordon Best Advertising Agency. Shown exam-
ining sales promotion material with Cohoon are Frank F. Morr, agency v.p., and account executive and Gordon Best, r., agency president

THE FABULOUS RISE OF MILN!

Sales of a pine oil cleanser and, later, a synthetic starch
went up 90-fold in nine years. The prime media: tv and radio

C«very once in a while some little-
known company or product rockets
across the advertising firmament leav-
ing a fiery trail of record-breaking
sales in its wake.

The sight of this blazing success is
usually like a shot of Benzadrine to
admen, who, after shaking off the ef-
fects of after-lunch Martinis and hum-
blj repledging their faith in advertis-
ing, will eagerly ask: Who (or what)
did it?

( )ne of these rocketing successes is the
Milner Products Co. of Jackson, Miss.,
makers of Pine-Sol and Perma Starch.
During its nine-year slam-bang history,

Milner increased its sales from a start-
ing point of $77,000 to what is pre-
dicted to be (and what will likely be)
$7 million in 1957. To those interested
in mathematics, that's a 90- fold jump
or a 9,000' , increase, depending on
how you like to figure these things. It's
also about 40' { above 1956.

Who (or what) did it? Tv, radio
and Howard Cohoon — though not nec-
essarily in that order.

Cohoon is the president of Milner
Products. He took over tbe reins of the
company after a rising land still ris-
ing) young southern industrialist by
the name of R. E. Dumas Milner

bought it in 1948 and today, obviously,
is damn glad he did. At the time Mil-
ner bought it, the firm went under the
name of Magnolia Chemical Co. and
was a local janitorial supply house
selling a pine-oil disinfectant.

Cohoon, with the aid of Gordon Best
Advertising, took this janitor's disin-
fectant, turned it into a grocery prod-
uct, named it Pine-Sol. advertised it
aggressively and punched through to
national distribution in about five \ ears.

Though Cohoon and the agency
started off with newspaper advertising,
the air media quickly showed a su-
perior sales-influencing ability. Con-

SPONSOR

4 may 1957

Bidering the nature of the product

i combination household cleanse] .
disinfectant and deodorant it i not
surprising. The air media nave shown
time and again their effectiveness in
selling this and similar type products,
notabl) soap.

Cohoon feels the explanation for air
media's superioritj and he's got con-
sumer research studies to hack it up
i~ .1- follows: "While l><>th Pine-Sol and
Perma Starch provide benefits ti> the
ii^i-r. when either one is used the home-
maker is not not dressed at her best.
She is not entertained, she i- not beau-
tified. In brief, Pine-Sol and Perma
Starch are not glamorous products.

"Since this is so we cannot expe< I
there will be much, if any, innate de-
sire on the part ol women t<> expend
the effort t<> reali 1 ) read and find out
about »ur product. So they are natu-
rals for advertising l>\ the spoken word

the forte of radio and t\. Resides,

we gel the added advantage <>f the en-
thusiasm, the salesmanship and the
persuasiveness of a g 1 salesman."

I5ut the clincher is thi>: " \t least
for our products we have found thai

ARTICLE IN BRIEF

Milncr Products will spend $1.25 mil
lion on advertising during this year,
90°o in spot tv, spot and network
radio. The know-how and aggressive
advertising made a pine oil cleanser
and a synthetic starch the leaders
in their respective fields of endeavor.

pel sonalized Belling a< i omplishes the
desired result."
This \eai Milnei will Bpend 90' I ol

it- ad budget On BpOl t\ and -pot and

network radio. This budget will total
about 1 1 .25 million, up in mi K 50' I
from last year, with an additional
(250,000 for sales promotion. Tin-
share ol advertising to estimated Bales
is thus about I!!' , . Interestingly
enough, this is identical to the share
reported for soaps, polishes and de-
tergents this J car in a -in \ e\ made b)
the W \ in January. While Pine-Sol
and Perma Starch do not quite fit into
the soap-polish-detergenl category, the
two Milncr products are probabl)

closest to il than an\ othei ,

The hea\ \ ratio of ad monies to aii

ntl) well al
budget. In l'>>V iIh •
m I"

the two in me i
ceived the lit • until I i

\\ iih the pin 'i in

. there -u ■ t . h i

• in-.- ol the i" ed to den
produi i and its pn
Starch ii parativel) 1 1

thetic and one stan hing, the label tells
housewives, will last ihn i t>>

1 5 washings.

So last yeai Milner plunked ~>2' < of
it- ad dollars on t\ at
lli i — \ eai the figures
I he -hair f"i radio, however, h
' "I n - real res the medium.

lie explain-:

"I \ en though Pine-Sol doe- not

benefit as mu< h fi t isu il sell •

i .in-.- the produi i does not lend itself
as well t" demonstration, it

omical for our him to bu) t\ for
two pi oducts than one. I hi- i-
of the t\ package announcement ;

IIODUCTS

Television: Milner uses minutes within web
t\ -how ~ not sold nationally in -mailer mar-
ket-. Shows bought into include "NBC Mati-
nee:" (IBS T\ '- "Ilon-epartv." I shown above)

Radio: Winner of Milner's household hints
contest sews button on Robert Q. Lewis'

jacket. Lewi-" CBS Radio -how and \B<
Radio's "Breakfast Club" help promote the
contest. Milner buys Eve minute- of each

Milncr spends 90% of its $1.25 million ad
budget on spot tv plus spot and network radio

commonl) available. B\ and large, the
discount for a maximum announce-
ment package is twice the discount of
the minimum package so that it be-
comes pure economics to buy tv for
both products. Were it not for this
fact, we undoubtedK would be using
more of our Pine-Sol budget on radio."'

Another economic argument here,
Cohoon says, is that Milner is able to
use tv during its cheapest time periods
— meaning daytime, of course, since
the firm seeks a female audience.

Milner's economical tiinebuying has

Principal owner of Milner Products is R. E.
Duma- Milner. young Southern industrialist,
who bought firm in 1948 for $48,000. Milner
i- the largest General Motors dealer in the
U. S., owns two hotels, a radio station, is
constructing office buildings, a shopping center

collared the firm an average tv cost-
per-1,000 of 58c. On radio, the aver-
age has been running about 95c.

Tv schedules average about 000 an-
nouncements per week on 59 stations
in 56 markets. This gives the two prod-
ucts about 23 million gross impressions
per week. Milner uses minutes where
it can. but also 20-seconds and I.D.'s.

In his search for minutes. Cohoon.
who spends about half his time on the
road and handles a considerable
amount of the timebuying chores him-
self, has corralled a number of the
longer announcements within daytime
tv network shows. This is particularly
true on smaller stations, many of whom
are fed network shows on a sustaining
basis and sell the time locally. Among
these spot-in-network buys are minutes
in the Arthur Godfrey, Art Linkletter.
Garrv Moore and Bob Crosby shows
on CBS TV and Queen for a Day and
NBC Matinee on NBC TV.

Carrying the brunt of radio adver-
tising are five minute segments on the
Robert Q. Lewis show on CBS Radio
Saturday mornings and Breakfast Club
on ABC Radio Monday mornings.
Spot radio is used in four markets
where Milner isn't using tv both be-
cause it provides a continuing yard-
stick of radio efficiency and because
the stations' personalities have some-
thing extra on the ball. Also used is
WJQS. Jackson, Miss., which has been
bought for an exceptionally good rea-
son: Milner himself owns it.

The web radio shows are the adver-
tising spearhead of an intriguing and
successful sales promotion operation.
This is the Mrs. Homemaker's Forum
contest, which is promoted only on
radio. To quote a publicity release
about the Forum: "This organization,
sponsored by Milner Products, invites,
collates and disseminates household
hints to ease the work load of home-
makers the nation over and rewards
enterprising housewives for sending in
their practical household hints with
cash prizes and Florida vacations."

But that's only part of it. The hint-
are collected in a column and syndi-
cated in about 4,000 newspapers. Spe-
cial columns are also supplied to re-
tailers who use them in ads and an
encyclopedia of these hints has been
published. The hints collected are not

onl) aboul Pine-Sol and Penna Starch,
it should be pointed out. but each col-
umn has one item about the Milner
brands tucked awa\ unobtrusively.

Last year the Forum received 750.-
000 hints plus a Pine-Sol or Perma
Starch label during contest time, which
is the first three months of the year.
This year the total is expected to be
well over a million. Each week during
the contest nine winners receive $5. At
the end of the contest. 40 housewives
and their husbands are awarded Flor-
ida vacations. This year, for the first
time, four retailers, four salesmen for
brokers and one broker were also given
Florida vacations for the best mer-
chandising support.

One of the most interesting aspects
of the Forum, which has been in exist-
ence for three \ears. is that the sending
of hints started out as a. spontaneous
affair and turned into a contest later.

There is little else in the Milner
story that is spontaneous, however. It
is a story about people who knew their
business but were also willing to take
a chance. The measure of that know-
how is the fact that Pine-Sol and
Perma Starch are the only nationally-
distributed brands of their type and
are far and away the sales leaders in
their respective fields. It is notable
that Perma Starch did not get off the
ground until Cohoon took it over. And
it is also notable that before Dumas
Milner took over that small Jackson.
Miss., chemical firm for $48,000, pine
oil interests in Mississippi, which is
the biggest producing area of pine oil,
had tried to interest P&G, Colgate and
Lever Bros, in marketing a pine oil
product without success. At present
Milner Products is the biggest user of
the stuff in the world.

As a matter of fact, when Dumas
Milner first took over Magnolia Chemi-
cal he wasn't sure how pine oil could
be marketed though, to be sure, this
canny, young industrialist I he was
onl) 31 at the time) had some inkling
of its potential. When Cohoon was
persuaded to come in as general man-
ager, he wasn't sure, either, how to sell
it. Cohoon s considerable experience in
the soap business provided him a\ it h
ideas on how to find out and he trav-
eled around the South for a while
talking to retailers and brokers. The
end result was the decision to make
a household cleanser out of an institu-
tional disinfectant and fight to get shelf
space next to other cleansers. ^

One highlight "I heavily-attended lA'a sessions was address bj Professoi Frey, who's conducting \N V-

SPONSOR asked at the 4A's meeting

WHY DON'T YOU BUY MORE SPOT?

Marketing strategy, not cost of lian<lliii<; *|>ot. dictates amounl

recommended to client, saj beads <>1 ad agencies questioned

_^ w ill II SI I rill It SPRINGS, W. VA.
\^nul(l spot t\ and radio gel a larger
(hunk of the advertising dollar? I?
spot more expensive to handle than
other media? Doc- this mitigate
against spot?

I.a-t week, in the premature heal
of White Sulphur Springs, SPONSOR
put these questions to agencj man-
agement while 600 members of the
! \ s were gathered at The Greenbriei
for their annual idea exchange.

For a three-da) respite, at least.
competition between agencies w,i«
relegated to golf links and bridge
tournaments and in this relaxed at-
mosphere management executives of
agencies ranging from under $] mil-
lion in billing to well over $200 mil-
lion concerned themselves with prob-
lems common to all.

One such problem, although not
actual!) on the agenda, is the relative
profitability of the various media. It's

a subject that ma) come under < losei
scrutin) within the next yeai as the"
findings of the W \ *s stud) ol agenc)
sei \ ices begin t" ernei ge

In his 27 \pi il address t" the I \ -
Professor Vlberl Frey, who's conduct-
ing the \\ \ study, said that the hx us
of his -in \ c\ w ill be upon the i •
of agenc) services. Agencies, who feel
the) must justify their 15*/J commis-
sion, are studying more closel) than
r' ei before their cost ol i >pei ation as

ARTICLE IN BRIEF

Spurred by ANA study of agency ser-
vices, members of 4A s are studying
agency cost of operating, including
cost of handling different media. Most
find tv programing department a bigger
cost factor than spot buying, feel
client needs dictate media decisions.

well as the cost ol the) fur'

II. .w do Bpot t\ and
Up under this SCTUtin) ? \nd what

effect, if an) . does this 1

fling ha\e upon the dolla
into thes<

sponso mred thes

vi ith heads of a broad < i - n of

B from -
headquartered in W » J

W alter I hompson. BB1 K ' I

to outside-New i

ild Advertising in \
Tatham-Laird in Ch
com & San Francis

Lindse) v\ Co. in Ri< hmond,
Idler. Neal and Battle in Atlanta. Curl
I Denvei Set 'iam.

Louis v\ Brorb) . Chi<

I he-' - lie of the concl -

emerging from sponsor's sun

• I \.-r\ one "f tl nen inter-

SPONSOR

1 \m 1951

Cost of handling media varies with type of client,
size of agency, methods of buying, say agency heads

viewed pointed to an increased share
of the agent) s hilling in spot during
L956 compared with 1955 and pre-
dicted further growth during this year.

• Most agencies do cost-accounting
l>\ clients rather than by media. In
that manner, they feel, they achieve a
better balance of service for each
client without being prejudicial in
terms of the cost of handling different
media.

• In most agencies as much as a
25', fluctuation in spot billing one
way or the other would not affect the
agency's overhead in terms of per-
sonnel on staff to handle spot.

• The relative profitability of han-
dling spot tv and radio varies widely
depending upon the size and geo-
graphic extent of a campaign. Thus
a long-term saturation spot campaign
may be cheaper for the agency to
handle than a one-shot network buy.

• The expense of handling spot, in
giant air agencies particularly, is often
less than the high cost of maintaining
a fully staffed programing department
for network buys.

• Criteria totally unrelated to profit-
ability for the agency and stemming
rather from the nature of the spot
media usually dictate agency media
recommendations to clients.

According to top agencymen, the ra-
dio and tv stations themselves as well
as their reps hold the trump card on
making spot a more appealing buy.
It's up to them to cut through the

paperwork maze which adds to agenc)
overhead in placing spot campaigns,
and more important, to make spot
more competitive with network aud
thus a better buy for clients.

Here's how top agency executives
analyze their handling of the spot
media today :

► Can spot become a better buy?
"Spot isn't the perfect medium for
every client or every advertising objec-
tive," said Bryan Houston, chairman
of the board of Bryan Houston. "Fre-
quently availabilities are tight. Sta-
tions tend to jam in too many com-
mercials in top-rated time. So you
end up with a choice of squeezing in
20"s or 10's among a batch of other
commercials or moving into second-
rate time periods."

Another major factor to mitigate
against greater use of spot is the
number of new network segmentation
plans vying for sponsor dollars.

"No network can take the place of
a good popular local personality in
persuasiveness," says Houston. "But
once such a personality becomes suc-
cessful, he sometimes allows his show
to be overloaded with commercials.
On that score and in terms of product
exclusivity the networks give better
protection."

Two top executives from Southern
agencies, discussing their spot tv strat-
egy during an afternoon respite, pointed
out that the continued growth of tv has
made the handling of spot less costly

than in the early days of the medium.

"We've been using tv for our clients
since 1948, and today spot accounts
for about one-third of our total bill-
ing," Dan W. Lindsey, Jr., president
of Lindsey & Co., Richmond, Va., told
sponsor. "But until about a year ago.
spot tv was very unprofitable for the
agency because of the high cost of
production. As tv accounts have
grown, the medium became profitable
for us."

"As you use more markets you can
amortize the cost of film and produc-
tion." said William W. Neal, partner
of Liller. Neal & Battle, Atlanta.

"The only trouble is that local tv
stations are programing more and
more film, and don't maintain full-time
live crews. So you have to pay any-
where from $5 to $75 extra if \ou
want to have a crew there for live
commercials."

The Lindsey agency's largest spot
advertiser, the James G. Gill Co.. a
regional coffee brand, uses syndicated
half-hour shows. Says Lindsey. "Today
you don't have to go to film to insure
good commercials. Local tv stations
are doing an increasingly good job
with their live announcers and their
technical crews. And stations and
media reps both are doing a better job
these days of selling against print."

► Hon: costly is spot for the agency?
That is probably one of the toughest
questions for an agency to determine
with any accuracy. Mel Brorbv, presi-
dent of Louis. Needham & Brorbv and
current chairman of the 4A's, made
such a survey a couple of years ago
but finds that these figures are con-
stantlv changing ones. Furthermore.

Mel Brorbv, senior v.p. of Needham, Louis
& Brorby. Chicago, newly elected chairman
of 4A's, did media cost-accounting study

Dave Danforth • 1>. BBDO exec. v.p. and v.p. of 4A's, urged the 400 4A's members attend-
ing convention to cooperate with ANA survey on agency services and compensation being con-
ducted by Prof. Albert Frey, professor of advertising and marketing at Dartmouth University

iii different agencies the i i r i » -~- <>l
demarcation between spot and network
\. iiliin the media department varj .

•|m our shop the same buyers handle
spot and network, depending "ii t !»<■
client," Dave Danforth, executive v.p.
,,i' BBDO, told sponsor between Sat-
urday morning sessions .ii the l\>
convention. '"It would be difficult to
determine ( 1 « > w much it costs the
agenc) in terms of man-hours. \ tar
greatei cost-determining factor is the

distribution of the client's | lucl and

the number of markets the media
department lias to consider for a par-
ticular spot campaign. \t anj rate, I
know that the percentage ol spot we ve
been using has been increasing in rela-
tion to over-all billing and that goes
for radio in the |>a-t year as well. 1

Norman Strouse, president of J.
Walter Thompson, and one of the
speakers at the convention, feels that
the s|)ol media have dune a good job

of making spot easier to buy. "Of

course, each medium dictates a certain
amount of overhead. For instance, we

have special held men. producers,

under Norm \arne\. who travel to
local markets to supervise our clients
spot activity." This overhead is justi-
fied and amortized through the targe
proportion of JWT spot hilling.

Just as media organization varies
from agenc\ to agencv. so does the
COSt of handling individual media. In
the case of San Francisco's Guild. Bas-
com & Bonfigli it's network relations
that dictated the recent addition of a
top-level media executive, Reggie
Schuebel, as head of the New York ex-
tension of agency's media department.

"Our main reason for this step was
for closer network contact in New
York, where network bins open up."

Bays Walter Guild, chairman of the
hoard of GB&B.

Bart Cummings, president of Comp-
ton, whose agenc) employs 640 people
to handle over $70 million in hillings.
- - continued growth of agenc) over-
head apart from the handling of spot
t\ and radio as agencies sen ice more
and more of their clients" needs. '"Our
marketing department, for instance,
includes 16 men this year," (about
four more than last \ear at this time).

"W e don't charge clients for this
service, at the same time we continue
to make greater demands on our media
men. For instance, each huver sends a
report on his spot schedules to Frank
Kemp i. media director I and to the
account executive each month. And if

SPONSOR interviewed lA'a memben I wiont "I

HOW AGENCY HEADS LOOK AT SPOT

Agencies have noted an increased share of total billing in spot
^ in 1956 compared with L955, and anticipate that spot's
ma\ rise furthei this year. Buying hinges on availabilitii

well as client need, since u'" M | time periods are -till jammed.

Cost of handling spot does not altei in direct proportion with
spot hilling. Certain overhead and man-hours of work remain
fixed throughout 2.V, fluctuations in Bpol buyii I ;e billing
in saturation spread in man) markets eventual!) amortizes cost

Size and extent of campaign affects cost ol placing it. Ihu-
saturation buying foi long-term commitments can be ch<
for agenc) to handle than single t\ bu) on one-shot
Program department i- biggest overhead in large ail

Wiser sales strateg) on part of local stations could i

more competitive with network. - ■ v men. I hev recom-

mend bettei product protection, more competitive pricing, better
availabilities choice, bettei service from station

we see no changes in this schedule, we

BO hack and ask him why. The medium

requires constant reviewing and im-
proving of schedules, and that - the

agencv 's job.

\t the Tvl! cocktail part) toward
the end of the I V- convention,
Epstein, v.p. and treasurer, and
Killeen, president of Fitzgerald Vgenc)
in New Oilcan-, discussed I ost ai -
counting hv media.

"1 don't reallv believe that tin- could
be done accurately," Epstein told

SPONSOR. "But even if it could, I'm

not sure it would he wise. Just sup-
pose, for the saki of argument, that
we found out that radio was more
expensive for the agencv to handle
than some other media, for in-

stant if I tried tO keep this

information confidential, it would
likelv to seep tl ind it would

ssai ilv prejudice our media n •
mmendations. This woul
an agent v '- primar) aim of it
effective and

This agent j . too, has m in-

proportion of its • si
v IJ million billings go into spot i
and tv in the past two.

"'I think people tend to forget that
the greatest sing c) overht

since the advent of tv i- the t\ pro-
department," \rt Iatham.
president of Tatham-Laini, whose
• v bills in excess of v 2" million.
told SPONSOR. "I think this more than
balances the i osl of handling spot ^

SPONSOR

4 may 195"

It's not the product that offends viewers, says

Raymond K. Maneval of Schwerin Research,
but rather the manner in which you present it

IS YOUR

PRODUCT

TABOO
FOR TV?

uJ " \<>u feel your product is too per-
sonal to be discussed in the family liv-
ing room?

Not too many years ago manufac-
turers of deodorants, toilet tissues,
beer and the radio networks felt the
same way. Hut our experience at
Schwerin in testing the public's reac-
tion to "taboo"' products was that of-
fending an audience depends more on
the manner of presentation than on the
product itself.

Today television clients are still feel-
ing their way along where personal
and sensitive products are concerned.
Many have learned to use the medium
effectively and without offense. Others
may still be standing on the threshold
wondering whether they can sell brands
and yet not shock the audience.

Some recent results of Schwerin
tests should help orient you if yours is
a ticklish product to talk about. And
there may be a moral or two here for
the advertiser no matter what his prod-
uct. This is what we found in testing
tv commercials for three brands of
toilet tissue.

• Only 4' ! of the audience felt that
this product should not be advertised
on tv no matter what the presentation.

• A mood approach (associating the
product with certain ideas, softness,
gentleness, a baby's skin) was inoffen-
sive to a great majority of the viewers.

• A straight sell on audio stressing
specific product features caused 21 '<
of the audience to think the commer-
cial was in bad taste.

• A radio commercial for another
toilet tissue was found in bad taste by
2.V , of the audience because both a
man and a woman discussed the quali-
ties of the tissue.

The results of these tests (shown in
the chart at right I indicate a good rule
ol thumb when dealing with "sensi-
tive"' products: When in doubt use
mood rather than logic. The logical
sell, unless care is taken, has a ten-
dency to draw attention to the features
of the product that made it "sensitive"
in the first place.

The taboo against commercials for
women s underwear has been success-

fully and tastefully breached on both
t\ and radio. Bra and girdle commer-
cials that present fullv clothed models
presumably wearing the garments have
received very high good taste scores.
The problem of demonstrating the
garment in action on tv was solved
simpl) bj eliminating the model, a la
Topper, so that the girdle or bra is
worn b\ an invisible ectoplasmic
woman.

\ pretest of tv commercials for two
undergarment manufacturers revealed
that 21' i found an early approach to
the demonstration problem in bad
taste. Onlv ~' '< found the commercial
offensive when the "Topper"" approach
was used l achieved by photographing
the garment on a model eompletelv
clothed in a tightfitting black outfit
against a black background).

In this case presenting the finished
product ( what the undergarment does
for the appearance I and showing the
garment alone in action left a bit for
the imagination. Rather than demon-
strating the product graphically and
perhaps offensively — it was a success-
ful selling technique.

An advertiser for one of the presum-
ably "sensitive" products — deodorant
soap — jumped in where angels fear to
tread. He made the point that his
product gives the user a clean re-
freshed feeling by showing a lithe
young ladv in a bathtub scene that
would have done justice to He Mille
depicting revelry in pagan Rome. The
taste score on this commercial was
quite good: onh 69? of the women
respondents thought the commercial in
bad taste. Surprising however was the
male reaction — twice as manv of the
men objected!

The twist which forcibly makes the
point that it is the manner of presenta-
tion which offends your audience is
provided In two commercials for a
eompletelv innocuous product — a
beautv preparation. In the first com-
mercial, on extremelj sultry model,
reclining on the floor delivers the sales
message. Her voice outdoes Mae West
at her most eloquentlv suggestive. By

Schwerin test audience isn't squeamish about most commercials (.see chart)

SPONSOR

4 -vm 1957

Percent of audience offended varied with theme in commercials tested

TOILET TISSUE UNDERGARMENTS

Tv baby story: this approach get a
in I. Product soft .1- baby's -kin

Brand C

21%

Tv straight sell: product quali-
tir- were stressed; strength, softness

Tv bridal story: also mood, theme
i- soft .1- .i bride's satin wedding gown

Brand D

25%

Radio straight sell: - '" --■ d prod-
act qualities. Man ind woman speak

Tv straight sell:

Nil 1:

Commercial B

21%

Tv straight sell:
act fi

tin- second commercial, the same over-
heated model has gotten as far as the
couch. Still reclining she delivers the
cop) while fending <>fT the advances of
an equal!) damp male.

Vudience reaction was dramatic:
87' < of those questioned tall women
ami perhaps less prudish than men I
thought the second commercial u;i-
"too sexj to be shown in the home."
The first commercial was considered
"too sensual and in bad taste" bj <'!i>'<
of those questioned. \nd yet this prod-
act is one a girl scout ran bu) without
a blush!

Networks and advertisers have come
along wa\ since the delicate period
of the L930's and earl) 1940's. Then,
in their de-ire to be discreet, the radio-
men bent over backwards in refusing
air time to "questionable" products.

We found evidence of this bending-
over-backwardness in 1°U'> when we
wen- asked to test an underarm de-
odorant commercial used on a popular
radio program. OnK 7'< of the polled
audience thought this "discreet" de-
odorant commercial in had taste. Two

vears later in a test run on a beet tele-
vision commercial, exactlv the -ante
response was achie^ ed: onlj 7' . ob-
jected, i The majoi il\ "I this gTOUp

objected to the sale and use of
and so were ne\ er potential custon

It was "1>\ ious from this that net-
work and sponsor caution rather than
public opinion had branded i ertain
products .i- somehow "offensive in
themseh es. I hinking w as rei ised ac-
cording!) and the emphasis placed on
the specific commercial and whether
it- presentation was or wasn't in good
taste.

Schwerin's testing in this field leads
to these conclusions aboul good and
had taste in t\ and radio: ! Pec
attitudes aboul what i- suitable for

AUTHOR: i; lymond K.
• i«-n t
R .irrh.
i the widi
ithered bj SR<
in thf- tr-tin:: • ■)' \ari>-.l
t\ and rjilin commi

advertisii ttremel) liberal;

lapses from _• I tasti

< >tT~j > i i n ur "I .i specific element in the

offending

iel\ on mood than on l"_i. ii

iiiL: a "deli' ate" product :

product ■ on

cause) the) must tread lightly, ar<- not

the priraar) offenders of \i<-w

bilities; and e the question of

tastefulrtess lies in the proi

emotion] it i- not eas) t'- -

situation thai will rul> t-
people the w i

|| is a from our t- -

"sensitive" produi ts have been '
fulh ted on television, and thai

not prevent brand seD
tive demonstration. rtion

tste exists as mon iblem in

other areas. In commercials that
di.w n the i ompetition and tbi

imen ial that elicit- the
damning audience remark. "This •
menial was an in-ult to my intelli-

SPONSOR

4 may 1957

TV'S HOTTEST BATTLEGROUND

Daytime, scene of intense CBS-NBC competition, may see upsurge

in fall sets-in-use as ABC readies aggressive programing-sales strategy

I he most significant development in
the fall network television picture may
turn out to be the maturing of an al-
most-stepchild — daytime tv. The big
battleground, in fact, for next season
is daytime. It is now in the focus
of intense concentration by all three
networks and of reawakened interest
among advertisers — some of them en-
tirely foreign to the davtime scene.

These are some of the signs of fer-
ment :

• Clients and agencies are matching
the interest of the networks with their
own reevaluation of daytime. Auto-
motives and cigarettes, never heavy
regular davtime clients, are eyeing the
housewife audience as marketing strat-
egy swings to recognition of women

as prime sales targets for products once
thought of as male-oriented. (See arti-
cle page 27 this issue for some of
the factors underlying the shift of the
automotives to the air media, including
the major role of women in automobile
choice today. I

• Red hot competition from NBC.
following its extensive revamp of day-
time programing, has CBS TV busy
moving to counter. One step: the hir-
ing for the first time in recent network
history of an outside firm to do ex-
ploitation ( Brandt Associates ) .

• Into this already hot competitive
situation steps ABC TV next fall with
its first extensive roster of daytime
shows, building back from the re-
vamped Mickey Mouse Club, which

is now slotted in the late afternoon.
Following ABC TV's success in
nighttime this season, the big question
only time can answer is how well the
newcomer can do against two estab-
lished networks already in an audience
race. Of key interest: (1) whether
ABC TV will chip away at the audience
already established or whether its en-
try will raise total sets-in-use during
the daytime: (2l whether the new
lower daytime price set by ABC TV
will eventually influence the other nets.

Impact of ABC TV: Programing ex-
ecutives from all three networks agree
that the da\time audience is far from
saturated todav. Thev feel that good.

^imiiiiiiiiiiiiiiimiiiimmmiiiiiiiiiiimmmnmiiimiiiiiiiiii miiniiiiii mini in mum lllllllllllllimii

ABC'S FALL PROGRAMING STRATEGY

• At presstime. ABC TV's programing chiefs were in a
budget meeting about fall daytime plans. Six shows being
tentatively considered for kine in the 3:00-5:00 p.m. strip
for October are: What Makes You Tick I Roy Windsor)!
audience participation: Lucky Lady i Walt Framer I . audi-
ence participation: Parlay I Bill Birch I . quiz: The Man in
Your Life I Irving Mansfield!, new type; What's the \ame
of That Tune I Jesse Martini, musical game: Guest of
Honor l Howard Blake i . interview: all live half-hour shows.

Stripping former nighttime prop-
erties like Our Miss Brooks i above)
< BS T\ 2 -.00-2 :30p.m. has set pattern
foi NBC TV's Comedj Time 5:00 p.m.

*n\/

Stronger participation shows like
Queen foraDaj helped build NBC TV's after-
noon lineup. Network's emphasis upon "happi-
ness and fun" -lm\\~. rather than soap <>pera>

rtrons programing on a third network
ma\ increase viewing interest, boost

M-t-.-in-11-r and do i rl.it i\ elj little -plin-

tering of the existing artwork audi-
ence.

oilic Treyz, v.p. in charge <>f VBC
I \ . points out that \BC T\ affiliates
in multi-station markets now have a
substantial share of the total audience
for their local programing. "Tins
shows that there's ;• read) audience
that's ripe for our network program-
ing, without necessaril) taking away

larjje chunks from the other two net-
works. On the contrary, our entr) into
the 3:00 to 5:00 p.m. period is likeK to

boost sets-in-use during that time. It's

been the pattern in t\ in the pasl that
additional strong network program-
ing in a particular time period Imilt
that period's total viewing appeal."

As the amount of daytime program-
ing has increased over the past few
\ears. total sets-in-use have indeed also
climbed gradually. From 19.9 in 1954
sets-in-use have gone to 22.5 in 1957.
While thi- is less than three points in
three \ears it represents a percentage
increase of about 12' '< as well as a
substantial growth in the number of
homes due to sale of tv sets over the
three years.

"We expect to get the existing audi-
ence reached by our affiliates now and
then some. " says Tre\z.

In the Eastern Standard Time zones,
however. ABC T\ "s new programing
block will be up against such stiff com-
petition as NBC TV's top-rated Quern
for a Day and a batch of steady-rated
CBS 1 \ soaps. Considering the strong
lead-in to this popular programing
that CBS TV has developed prior to
the 3:00-5:00 p.m. block, and the im-
provement contemplated in that 2:30-
3:00 p.m. trouble spot In NBC TV,
\l!< l\ know- it faces tough compe-
tition. Its strategy is built around
video tape and "counter-programing"

to reach younger audience groups.

'"Our new daytime programing will
be on "clock-time, which ui\es us a
big advantage in the Central Time area
particularly, where the bulk of daytime

ARTICLE IN BRIEF

Intensified CBS TV-NBC TV daytime
competition plus entry of ABC into
afternoon programing may boost sets-
in-use, say network programing heads.
Early advertiser interest in daytime
for fall may indicate maturing of medi-
um. Price structures are changing.

viewing occurs," [Yeyz told sponsor.

B\ u-in^ it- \ ideo tapi tem and
feeding the Central and I'.i. ifi< I
/one- on clock time from < hit
\B(. I\ will I"- getting it- nen shows
to the stations in those areas al times

when the competition fi the othei

two network- i- less formidable. In
other words, \l!< l\ - new shows h ill
be up against local programing and
early-afternoon feeds from < BS l\
and NBC I \ in those areas ■ •! the
country which contribute the lai
audience proportionate!) to t\.

"We anticipate that clearances will

of Is hoe I

ihe new pi

the .ti.ii I, feature

v dl . . .ii-i-i ..f live half houi propei •

Kines >>f the-.- shows are |>rii

nighl now Pn . ji una w ill in. lode

Glamor (,n\. in win. h

the looks ..f women in front "f the

v iewers inti \ mm

VBt I \ does not plan to l-rii
soap operas, but m dl < on< enlrate on
Bhows with appeal t.
to < ountei the othei two net*
' \rtu /<• - ontinued next /-•

CBS-NBC NOW IN CLOSE DAYTIME RACE

(.hart -lion - Nielw n ..

for the week) f..r the Brsl and second Februar) 19

period. Percentage changes .i" based on !

NBC

CBS

RATING CHANCE 1MOW

««TIK

10:00-10:30 a.m. Home

3.0

36 Gam \b.

7 6

10:30-11:00 a.m.

3.0

25 Codfre

9.1

11:00-1 1:30 a.m. Price Is Right 7.0 133

9 3 16

1 1:30-1 1:45 a.m. Truth or Cons. 8.2 173 Strike It Rich 80

11:45-Noon

8.2 • 173 Valiant I ad>

6 7

Noon-i2:30 Tic Tac Dough 9.6 41 Love of Lih

8 8

12:30-1 2:45 p.m. It Could Be You 9-0 -34 Srch for Tore 10 9 22

12:45-1:00 p.m.

34 Guiding I ishl " *

1:30-2:00 p.m. „,,| programed

Turns 8

2:00-2:30 p.m. not programed

MissBrooks 7 4 l

2:30-3:00 p.m.

•nn- r.rnit

7.9

9 9

3:00-3:30 p.m. Matine

9.1

57 I

9 4

3:30-4:00 p.m.

9.1 57

7 6

4:00-4:15 p.m. Queen for Da] 102 104 Brighter D 9 4 22

4:15-4:30 p.m.

4:30-4:45 p.m.

12.8

10 2

13.8

14' I ,j_,. of \i

9 9

4:45-5:00 p.m. Modern Rom. 9.8 -14-

9 9

5:00-5:30 p.m. t..meil\ Time 12*3 -146 aot programed

*\Y

ilf-hmir LI-

SPONSOR

4 MAY 1957

TV'S HOTTEST BATTLEGROUND . „n,inued . .

"which have an older-age audience pal-
tern in that time period. Bays Treyz.

Daytime pricing: This is the year of
evolution in daytime price structures.
I lie pattern which tv had inherited
from radio days, that is pricing day-
time at a "C rate (or half the night-
time i ale I. is being modified.

When ABC TV announced its plans
for expanding daytime programing
hours to 3:00-5:00 p.m. on weekdaxs.
it also announced a "D" rate, that is
one-third of the nighttime rate. The
move, based on the fact that daytime
sets-in-use do not measure up to 50' <
of nighttime, is important in the sales
strategy of the network.

Both CBS TV and NBC TV maintain
that they intend to stick to the "C"
rate and feel it is justifiable both in
terms of advertiser success and low
daytime cost-per-1.000. I Daytime cost-
per-1.000 per commercial minute aver-
aged SI. 03 compared with $3.25 for
nighttime in January-February 1957,
according to Nielsen.) Both CBS TV
and NBC TV, however, are announcing
a "D" rate for early morning starting
this spring. In the case of CBS TV the
new, lowered rate has applied to the
7:00-9:00 a.m. period since 10 March
1957.

"This move to a "D" rate in early
morning is in line with the rate struc-
ture of individual stations and doesn't
affect our pricing of the 10:00 a.m. to
5:00 p.m. day," says Bill Hyland. CBS
I \ v.p. in charge of sales administra-
tion.

Says Bill Sargent, director of NBC
TV "THT" programs: "We will main-
tain the Class "C" rate in daytime ex-
cept 7:00 to 9:00 a.m. which will be
Class "D" as of 1 June. Some of our
daytime programing has been so suc-
cessful we should probably have raised
rates."

NBC TV separates "THT," that is
Today. Home. Tonight, from its day-
time programing and sales strategy.
Thus a forthcoming change in the way
participations in Today and Home will
be sold will not affect the daytime sales
strategy.

"With those two shows we're in a
service show area, not entertainment.
-n we don't look on them as mass-audi-
ence getters," says Mort Weiner, NBC
TV v.p. in charge of daytime. "On
the other hand, our 11:00 a.m. to 5:30
p.m. lineup today is strictly entertain-
ment intended to get mass viewing."

Daytime programing: In terms of
programing costs, daytime shows con-
tinue to be extremely reasonable. It's
generally agreed that if $35,000 is to
be taken as an average cost for a night-
time half-hour show, a daytime half-
hour costs some $5,000 or less.

In fact, daytime show costs have
risen more slowly than nighttime ex-
cept in the case of such network-pro-
duced "experiments in quality" as
NBC TV's Matinee, which features top
talent in serious one-hour drama.

The emphasis in daytime program-
ing continues to be on games and par-
ticipation programing, musical shows
and a handful of soap operas ( all but
one of them on CBS TV ) .

"We got on the 'happiness-and-fun"
kick around October 1955 to pull up
our ratings, which were sagging pretl\
sadly in some spots at that time." says
NBC TV's Mort Weiner.

Since that time NBC TV has un-
loaded most of its soap operas, with
the exception of Modern Romances, a
4:45-5:00 p.m. dramatic strip which
tells one self-contained storv each
week. Into the weak middle of the
afternoon NBC TV put Matinee, to
cut into CBS TV's lead provided by
Houseparty 2:30-3:00 p.m. Within a
month the 3:00-4:00 p.m. ratings
showed a 26'v improvement.

When NBC TV began shoring up its
afternoon schedule back in October
1955, its 3:00-6:00 p.m. programing
was getting less than a 25' < share of
the audience. CBS TV, on the other
hand, had a strong lineup starting with
Houseparty at 2:30 p.m. which gave
the network a good audience carry over
for the rest of the afternoon.

Matinee helped break up this "CBS
TV viewing pattern" a little, but the
network still faced the problem of the
2:30 to 3:00 p.m. lead-in and the hour
and a half following the live drama.
New shows added in the past vear to
build NBC TV's late afternoon were
Queen for a Day and Comedy Time.

Comedy Time was NBC TV's answer
to a new problem stemming from ABC
TV's Mickey Mouse Club, 5:00-6:00
p.m. which began clobbering the
ratings of the other two networks from
November 1955 onward.

"We found out that over four mil-
lion women watched t\ between 5 and
5:30 p.m. even though there \\as no
adult programing on at that time.
says Carl Lindeman Jr., director of
NBC TV daytime programing. "So we
picked Comedy Time as a show for

that period which might get adults
and teen-agers too."

Daytime -> In -d tiling : In daytime,
block scheduling has been even more
important than during nighttime.
Clever schedule strateg\ frequentlv
compensates for low-cost productions.

lor instance, in 1956. \BC TV de-
cided that the Home show kept the
morning lineup from getting off the
ground. After a slow start at 10:00
a.m. with Ding Dong School and Ernie
Kovacs, the network used to take a
ratings dive to 3.0 w ith the Home show
against Godfrey's 11.1 and Strike It
Rich's 12.5. By simply moving Home
to 10:00 a.m. and following it up with
livelier game and variety programing,
NBC TV pulled up its ratings neck and
neck with the same CBS TV competi-
tion it had had previously.

NBC TVs afternoon scheduling
strategy ran into strong counter-
punches from CBS TV. When NBC TV
moved in Matinee, it still faced an up-
hill battle against CBS TV's strong
lead-in. Houseparty, which precedes
Matinee b\ half an hour. So NBC TV
put in Tennessee Ernie at 2:30 p.m.
to whittle awav Houseparty s ratings.
CBS TV's ratings stayed high and CBS
TV increased its edge by putting Miss
Brooks in at 2:00, thus getting a lead
where NBC TV has no network pro-
graming.

How does CBS TV look at daytime?
Sa\s Oscar Katz. v.p. in charge of
CBS TV daytime programs: "Daytime
tv is moving from a one-network medi-
um. Presumably . with ABC TV it can
become a three-network medium. One
or two years ago we had no daytime
competition. Now it"s at a peak. Dur-
ing a period of transition like this one
we must be readv to make changes."

If there are major programing
changes in the offing for fall. CBS TV
isn't read) to announce them. Its
long-time trouble period. 7:00 to 9:00
a.m. where CBS TV bucks Garroway,
has undergone a number of facelifts
this \ear as last. Currently. CBS TV is
programing Jimmy Dean with country
music between 7:00 and 8:00. followed
by Captain Kangaroo for the kiddies.

'"In those time periods where compe-
tition has increased, sets-in-use have
increased too," Katz told SPONSOR. "In
the most competitive times. 11:00 a.m.
to 1:00 p.m. and 2:30 to 3:30 p.m.
there's been a 1<>'< increase in sets in
use over last year." ^

SPONSOR

4 may 1957

-^ \(&

\ ^

' \G>

QS&\

II*-

lr<&\

They laughed when we sa Qfi^>

They laughed when we si:

They laughti

pwn at th -^r(S>-!

ifoen we sat down at the piano, but . . .

. . beyond the blues horizon waits a wonderful day for WDSU listeners.

Our repertoire takes New Orleanians far beyond the ear-wearying

confines of rock-n-roll monotony into the wide open world of varied

programming . . . varied to match the changing mood of a 24-hour audience.

\ en i and i ieu i jot /• omen m
advertising and wives oj admen

Women's week

l\"~ Convention: \ record numbei of wives joined top-level
igencymen .it t h< - Greenbrier in White Sulphui Springs, W . va.
last weekend for the annual lA's convention, - >-27 \pril.

\ special program for ladies was planned under the chairmanship
of \h~. Roberl D. Holbrook, wife of t *< n 1 1 [ »t « m Advertising's chair-
man of the board. However, a number of the women accompanied
their husbands ti> the business sessions. Tin- session with Dr.
William Mt'im in»«'r i see below) was particularl) pertinenl foi wives
concerned aboul the high pressure of the agenc) business.

In tin* know: Wives "I admen who sometimes env) "careei
women" in broadcasting for their interesting experiences, should
drop a line to Madge Cooper, program director and directoi ol
women's activities foi \\ \ll!\. Marion, Ohio. Here's how Madge
sums up her in years plus as radio personality on the station's Ovei
the Coffee Cups show :

"One reason I wanted to work in a radio station was thai I liked
being where news was coming in. How has that worked out? I left
15 minutes before the bells started ringing for Pearl Harbor. I was
in church when the Low Countries were invaded. I was driving
across Iowa when the) went into Russia . . . and if the) hadn't
warned us in advance, I wouldn't have been around for the end ol
the war. In spite of all this, I love radio!"

Motivation for car ownership: If you think you're buying a
car for transportation, you're sadl) mistaken, according to a ( hicago
Tribune stud) .

Transportation ranks fourth in the list of eight reasons for cat

ownership. Other reasons are:
*'l. To acquire and demonstrate participation in society.

2. lo extend one's life boundaries.

3. lo acquire a sense ol power.
I. to accomplish transportation.

5. I'i> feel pride in -kill and mastery.

(>. lo assert adult prerogatives and capabilities.

7. To demonstrate status.

!!. \s an outlet for aggression."

Mental health of execs: In his speech at the I \ - convention, Dr.
William Menninger suggested thai executives leam to '"make a rich
life and not just a rich living."

"Advertising i- a high pressure business," he said, "'with the ex-
ecutive frequently in the middle between bis client-' pn ssu - □ tin-
one hand and his creative ideas on the other. Some authorities have
given figures to indicate thai the average age of advertising men who
died in 1956 was 57.9 years— 12 years younger than men in other
business at the time of their deaths."

SPONSOR

4 may 1957

IheNcISpot!

KOSI in Denver

r[ M

.1 point lo KOSI
js Denver s top independent
st.ition Hooper |jn March

14 6AM 193PM Pulse
Feb 15 5 all d-i.
Ratings continue to climb as
proof ot KOSI i ever-rising
popularity

KOBY in San Francisco . . .

"tfl

KOBY •

top with Feb March »
Hoopcratings of 17 8 •'
25 5 P M Saturday 29 3 and
Sundayv 33 8' Ncilscn j.
■ OBY at the numl
independent all day KOBY
operates full ' full

time' Its 10000 watts ■
the most powerful indep
station covering the entire

See Forjoe

for these KEY

radio buys!

d-America
dcasting Co.

vill*. Mist. WGVM
1 In Hooper
ond Nitlsen!

Radio Chicago

WSS §

Chicago's Busiest Radio Station!

Yes, busy . . . busy . . . busy . . . adding new advertisers,
receiving renewals from old advertisers, and all because of
its fabulously phenomenal new programming which has
captured the listeners of Chicagoland. This 50,000 watt
shocker can turn any client's cold cash register into a
steam-heated one!

Keep your eye on these other Plough, Inc. Stations:

Radio Memphis I Radio Boston I Radio Baltimore
WMPS WCOP WCAO

REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC.

SPONSOR • 4 MAY 1957

'./> listing "/ ' h'tnxn

in the advertising anil brondentt fitUtt

NEW AND RENEW

NEW ON TELEVISION NETWORKS

SPONSOR AGENCY

General Foods-Perkins Div, Chi
Ccncral Foods Perkins Div. Chi
R. | Reynolds. Winston-Salem
Warner-Lambert. NY
Warner-Lambert, NY

STATIONS

PROGRAM, time, itart. duration

FC&B. Chi
FC&B. Ch,
Esty. NY
SSC&B. NY
SSC&B. NY

CBS 57 Cjpt Kjnuiroo Tu 8 40 8 4$ im 14 Mi, II ..

CBS 122 Opt Kangaroo Sj 9 35 9 40 im 4 Mi, 12 .kt

NBC Bob Cummmgs Tu 9 JO- 10 pm 24 '.

NBC Restless Cun MlliOpn

NBC Tic Tjc Dough. tH Th 7 30 8 pm 12 V.

RENEWED ON TELEVISION NETWORKS

SPONSOR AGENCY STATIONS

American Home Products. NY

Colgate-Palmolive. NY

General Electric. Bridgeport. Conn

General Mills. Minneapolis

Procter & Gamble. Cin

Ralston Purina. St. Louis

Bates. NY
Bryan Houston.
Y&R, NY
DFS. NY
Compton. NY
CB&B.

CBS 153

ABC

PROGRAM, time, »tort, duration

D Edwards Tu Th 6 45 7 7 1 5 7 30 pm 30 Apr 5: -•

Big Payoff M F 3 3 30 pm ; I Apr 52 wks

Cheyenne alt Tu 7 30-8 30 pm fall 52 wks

Wyatt Earp. alt Tu 8 30 9 pm tall 52 wks

Wyatf Earp; alt Tu 8 30 9 pm fall 52 wki

Bold journey. M 8 30-9 pm July 52 wks

BROADCAST INDUSTRY EXECUTIVES

NAME FORMER AFFILIATION NEW AFFILIATION

Ccrald Adlcr NBC. NY. coordinator talent & program contract operations California National Productions London European profram dir

Floyde E. Beaston WNBQ. Chi. sis mgr Storer Broadcasting Chi midwest ty sis mgr

Richard L. Bevington VVKRC, Cin. acct exec WBRC. Birmingham gen mgr

Willard Block NBC Tv Net, NY. sis CBS Tv Film Sales NY acct e«ec

Nathan Brook KNBX. Seattle, commercial sis mgr

William S. Dallmann WRCV. Phila. local sis mgr Same sis mgr

Van Bcurcn W. DeVries WGR-TV. Buff, program dir Same, stn mgr

Lee Ellis KFSD-TV. San Diego, produccr-dir KFSD San Diego, program dir

Marc Frederic Tee Vce Co. gen mgr S<recncraft Enterprises LA vp & gen mgr

Philip George KVAL-TV. Eugene. Ore. varied Same, coordinator local sis

George Cray WLW. Cin. gen sis mgr WLW-D Dayton gen mgr

Richard F. Hess CBS Radio Spot Sales. NY, dir research CBS Radio Net. NY asst to vp chg stn admin

Phil Hillman Roy Durstine. SF. acct exec KNX-CPRN Hy. dir sis promotion & advtng

Ceorge Holland Army Counter-intelligence. Japan. Korea WBAL-TV. Bait, acct exec

Carl Horwich Gerald. John & Asso. NY. acct exec WOV NY sis

Eric Jensen WLW-D, Dayton, gen mgr Croslcy Broadcasting. Cm admin asst to vp chg tv

Frank C King Ceorge P Hollingbcrry LA sis devel

Paul E. Lucas WTIC. Hartford, asst program mgr Same, program mgr

Harold C. Lund Westinghouse Broadcasting. Pitts, vp Same, member board

Walter McNiff K&E. SF. regional mgr & acct super TvB SF. mgr

William C. Moody KIMA-TV. Yakima, Wash, commercial prod mgr KEPR Radio & Tv. Pasco-Kcnncwick Richland Wash p-

dir

Edward C O'Berst CBS Radio Net. NY. asst dir rescarch-stn rep unit CBS Radio Spot Sales. NY. dir research

Richard C. Ricker NBC. Chi. acct exec WNBQ Chi sis mgr

Donald M. Ross KNX-CPRN, Hy. gen sis mgr Coldcn West Enterprises vp & gen mgr

Robert T. Schlinkcrt WKRC-TV. Cm. asst gen mgr & gen sis mgr WBRC TV Birmingham gen mgr

Harold W Waddell WRCV. Phila. dir sis Same stn mgr

Maurie Webster KNX-CPRN. Hy. dir operations Same, gen sis mgr

ADVERTISING AGENCY PERSONNEL CHANGES

NAME

I Blan van Urk
A. B. Brooke
Merlin E Carlock
Robert A. Conn
Phil Dcxhcimcr

Ransom P Dunnell

James S. Hauck
Roger Hutzcnlaub
Thomas E. Kniest
Jesse Lowen
Tom McCann
Laura Wood Miller
James Edward Muse

William C. Pank

O C Ritch

Stephen M. Salonites _

Donald J. Sauers

Paul R. Smith

John H. Wilson |r

Philip L. Worcester

Cordon George Zellner

FORMER AFFILIATION

Calkins & Holden. NY. vp & chm plans board
Lexington Herald. Ky. asst to city editor
Calkins & Holden. NY. vp & copy dir
Official Film', rep covering Pcnn. Clevc. Bait. Wash
KFXM. San Bernardino. Cal. pres & gen mgr
H. B Humphrey. Alley & Richards NY. chg r-fv
H B Humphrey. Alley & Richards, Boston, chg mktng
Y&R. NY. r-tv research
KXOK St Louis, radio sis
.WMAZ. Macon. Ca
KING. Seattle, acct exec

Best & Co. NY. dir promotion & publicity
WCEM-TV. Quincy. III. commercial
Calkins & Holden. NY. vp

Chamber of Commerce. Bakcrsfield. public relations dir
B&B. NY. media

Ceyer. NY. creative exec

Calkins & Holden. NY vp & creative dir

Crant. NY. acct exec

KYW. Cleve. program & production mgr
WATV. Newark. N|. acct exec

NEW AFFILIATION

Same, exec vp & admin dir organization

VanSanf. Dugdalc. Bait acct cicc public relations div

Same, vice chm board

Edward Robinson Phila. vp chg sis & new business

Raymond R. Morgan Hy. acct

Same, also vp

Same also vp

Same, spot coordinating unit-media depf

Katz St Louis radio sis

Katz. NY. promotion-research depf

Mill.' J oeck & Hartung Staftle. asst ace I

Kennedy. Walker 6 Woolen Beverly Hills ace

Katz St Louis, tv sis

Same, senior vp

Gucnn lohnsfonc lcffr.es LA dir public relations

Katz NY tv sis devel

Vic Maitland. Pitts vp & creative dir

Same, pres

Same. Detroit, dir merch O sis promotion

F&S&R. Cleve mgr r-fv-film dept

Katz. NY tv sis

SPONSOR

4 MAY l 1 )",,

Follow-the-leader is a great game — for children. Grown-ups who play it
are mere lacklusters and lardbottoms. Especially in the business world. No doubt about it.

can be a perfectly respectable mackerel simply by swimming along alter your fellow-m;
erel. But it's a whole lot more exhilarating to make your tidy buck by bucking the tide.

That goes for our business as well as yours. Traditionally in the TV film
syndication field, you're supposed to make your big deals first. Get off your production nut!
Go after a network sale! No soap? (Or cereals, or cigarettes? ) Then make your pitch for the
giant regional deals. Only after that can you afford to sell smaller regional, or local, sp
That's the going theory. And that's where we part company with all the other macki

In our book, the local, regional and spot advertiser is strictly a fir
class citizen who needs, wants and rates first crack at first-class syndicated TV film produ

With this mad, impetuous notion, we sent our new syndicated submarine-
adventure series, "The Silent Service," down the ways. We aimed it straight at non-network
advertisers. And in only 24 days, we not only matched the heady dollar i if a major net-

work deal, we topped it. Our biggest regional deal involved just four markets. We
nut — and the biggest part of our potential still stretches out way ahead of us like a sunlit

The syndication market a secondary on NP would notice. Prime

syndicated TV film properties for local, regional and spot advertis ly — thai s

idea of a big deal. And it's working just fine. NBC TELEVISION T ILMo

a division of CALIFORNIA NATIONAL PRODUCTIONS

TELEPULSE

RATINGS: TOP SPOl

Rank

Patf
rank

Top 10 shows in 10 or more markets

Period 1-7 March 1957

TITLE, SYNDICATOR, SHOW TYPE

Average
ratings

7-STATI0N
MARKETS

5-STA.
MARKET

4-STATION MARKETS

3-STATI0l'i

NY.

LA.

S. Fran.

r, . _ Seattle-
Boston Chicago Detroit Milw. Mnpls. Phlla. Tacoma Wash.

Atlanta 1

Highway Patrol (M)

ZIV

22.6

13.9

wrca-tv
T :1111pm

15.0

kttv
9:00pm

19.9

kron-tv
6:30pm

20.9 10.0 18.9 11.2 13.7 19.8 19.7 17.3

wbz-tv wgn-tv wjbk-tv wtmj-tv kstp-tv wcau-tv komo-tv wtop-tv
10:30pm 8:00pm 10:30pm 10:30pm 10:30pm 7:00pm 7:00pm 7:00pm

21.5

waga-tv
7:30pm

Sheriff of Cochise (W)

NTA

20.6

5.3

wabd

7 :30pm

16.2

kron-tv
6:30pm

28.7 17.5 17.9 10.5 17.2 26.9 10.5

wnac-tv wnbq wwj-tv wtmj-tv wo king-tv wrc-tv
6:00pm 7:30pm 7:00pm 10 :30pm 9:30pm 7:00pm 10:30pm

12.5

wsb-ti

7 :00pm

State Trooper (A)

MCA

20.4

4.5

wor-tv
9:00pm

8.2

khj-tv

8:00pm

10.2

kgo-tv
10 :00pm

21.7 18.9 14.2 10.5

wnac-tv wnbq kstp tv WTCv-tv
10:80pm 9:30pm 9:30pm 10:30pm

20.9

waga-tv
7:00pm

Dr. Hudson's Secret Journal (D)

MCA

20.0

7.5

km
9:00pm

12.9

kpix
7:00pm

18.9 11.2 12.7 21.2 10.9

wnbq wxyz-tv wtmj-tv kstp-tv
10:00pm 10:30pm 8:00pm 7:30pm

15.4

wsb-tv
10:30pm

Death Valley Days (W)

PACI Fl C BORAX

19.8

10.2

wrca-tv

r :00pm

15.2 10.7 22.9 8.5 18.9

wnbq wwj-tv weeo-tv wm tv komo-tv
9:30pm 7:00pm 6:00pm 7:00pm 9:00pm

16.0 ll

ww] -a wbpfl
6:30pm 7:(H

Superman (A)

FLAMI NGO

18.2

8.0

wabc-tv

fi :00pm

6.9

kttv

7 :00pm

9.2

kgo-tv
6 :00pm

23.5 12.8 9.8 10.8 17.5 26.5 20.0 16.5

wnac-tv wgn-tv wxyz-tv wlti-tv wceo-tv wcau-tv king-tv wrc-tv
6:30pm 6:00pm 6:00pm 6:0Opm 4:30pm 7:00pm 6:00pm 7:00pm

22.2 2)1

wsb-tv wbB
7:00pm 7:iH

Science Fiction Theater (SF)

Zl V

17.9

9.2

wrca-tv

7:00pm

13.0

kttv
7:00pm

19.0

kron-tv
7:00pm

19.4 10.2 10.2 7.9 8.5 8.9 22.0 9.7

wbz-tv wnbq wxyz-tv wtmj-tv kmgm-tv wfil-tv king-tv wmal-tv
7:00pm 10:30pm 10:30pm 11:00pm 8:30pm 10:30pm 10 :00pm 6:00pm

18.0 ll

waga-tv wtH
7:00pm 10 1

Men of Annapolis (A)

Z 1 V

17.7

13.2

knxt
7:00pm

14.7

kpix
10:30pm

10.2 13.2 16.2 20.5 13.7

wgn-tv wlsn-tv weeo-tv komo-tv wtop-tv
9:30pm 9:00pm 4:00pm 10:00pm 7:00pm

1!|

in A

10 J

Badge 714 (M)

NBC FILM

17.7

3.8

wpix

8:30pm

13.3

kttv
7 :30pm

19.2

kpix
9:00pm

21.8 10.9 23.4 10.9 17.8 12.2

wnac-tv wgn-tv wjbk-tv kstp-tv king-tv wttg
6:30pm 8:00pm 7:00pm 10:30pm fi :00pm 7:00pm

24.2 11

wsb-tv wll
7:00pm 7:1

Annie Oakley (W)

CBS FILM

17.5

6.8

wabc-tv
6:00pm

7.7

kabc
6:00pm

7.2

kgo-tv
6:00pm

24.5 20.9 10.8 17.9 20.7 20.2 21.0 13.5

wnac-tv wbbm-tv wxyz-tv wtmj-tv wceo-tv wcau-tv king-tv wtop-tv
5:00pm 5:30pm 6:00pm 6:00pm 5:00pm 5:30pm 6:00pm 7:00pm

14.8 lj

wlw-a wbl E

6:00pm '■> \ t.

Rank

INW

Part*

Top 10 shews in 4 to 9 markets

Life of Riley (C)

NBC Fl LH

20.7

18.0

kttv
8:30pm

24.3

kron-tv
7:00pm

17.7 12.4 31.2

wrbq kstp-tv king-tv
6:00pm 6:00pm 7:30pm

Doug. Fairbanks Presents (D)

ABO FILM

20.3

12.3

wrca-tv

10:30pm

2.1

kgo-tv

1:30pm

16.2

wtmj-tv
9:30pm

12.4

wsb-tv
7:00pm

Esso Golden Playhouse (D)

OFFICIAL FILM

18.2

17.9 16.9 9.7

wbz-tv wcau-tv wrc-tv
7:00pm 10:30pm 10:30pm

7 1

Last of the Mohicans (A)

TPA

17.2

6.4

BTCB

7 IN

14.9

kpix

fi :30pm

24.2

king-tv
6 :00pm

4
wll

Count of Monte Cristo (A)

TPA

16.7

1.7

wabd

8:30pm

4.9

kttv
5:00pm

31.0 8.3 7.7 11.0

wnac-tv wbkb cklw-tv wtop-b
8:30m 4:00pm 7:00pm 6:30pm

1 Led Three Lives (A)

ZIV

15.4

2.3

wpix
8:00pm

11.4

kttv

8 im

21.4 6.7

wnac-tv wgn-tv
7:30pm 9:30pm

Code Three (M)

ABC FILM

14.7

13.0

kttv
9:30pm

17.5

kron-tv
10:80pm

8.2 12.9 10.5 20.6 13.9

wxyz-tv wlsn-tv wrcv-tv king-tv wtop-tv
7:00pm 9:30pm 7:00pm 10:00pm 7:00pm

Patti Page (Mu)

SCREEN GEMS

14.6

6.0

webs ti
6 :15pm

15.3 5.6 10.0

wnac-tv wwj-tv wimj-tv
7:15pm 11:15pm 10:00pm

Crunch & Des (A)

NBC FILM

14.2

26.2 9.0

wnac-tv wttg-tv

v iii 0:30pm

Jungle jim (A)

SCREEN GEMS

13.9

4.9

wabc-tv
6:00pm

9.3

kttv
6:00pm

7.7 15.7 13.8

wnbq, wxyz-tv wmal-tv
1:00pm 2:30pm 6:00pm

Shoo
myit
dies
an

r type symbols: (A) adventure: (C) comedy; (D) drama: (Doe
err: (Mu) muilcal; (8) sport; (SF) Science Fiction; (W) V
ed. H or.. Vt hr. A hr. length, telecast In four or more m
inwelfhled average of Individual market ratings listed abov

I documentary
Western. Filn
arkets. Trie
:. Blank spa

: (K) kids: <M>
a listed are syn-
average ratine Is
ce Indicate* film

not 1
mitnll
syndi
aiiutb

roadcasl in this market 1-7 March. While network shows are fstrl

to another in the markets in which they are shown, this Is true to mud

;ated shows. TTni should be borne in mind when analyzing rating trends

er In this chart. •Refers to last month's charL If blank, shew was not

v stable M \
i lesser ext#
from one is
rated at all

LM SHOWS

• ON MARKETS

r*)umbui St. L.

7 31.9 27.5

. t> kwk-lt

3npm 10 00pm

9 28.9 15.5

. u k«.l if

>pm 10 30pm

30.2

kid ir
9 30pm

23.2

ksd-tf
9 30pm

5 32.0 31.9

t wbns If k«k it
9 30pra 9:30pm

18.3 12.8

wbns If
I Mpn

ksd-ti

I iopn

16.0

ksdtT
10:00pm

f 25.2

23.2

I 21.3

wbns-tf kv»k
(:00pm 6 OOp

2-STATION MARKETS

Blrm Charlttt* D»y1»n Now Or Prtvldtnca

30.0 39.8 45.8 29.5

nhrc If WhlO If «iliu li «J»r If

00pm 9:00pm 10 :00pm 10:30pm

45.8 25.8

Hi, IV «|» ,1

10 BOum l" 10pm

27.5

Hlim Iv
7:00pm

30.8

■bTC tv

■ now

34.8 39.5

WfalO iv

: DOpm

LI pn

25.3 62.5

29.5 24.8

wibt
9:30pm

wbtf
8 :0©pm

v..l>u Iv
10:30pm

wpro-tf
T :00pm

60.3 8.8

ulitv >»hv .1
8:00pm 1

14.8

wjar-tf

33.8 30.3 26.3 14.3

wbtf «hlr> If wdlU-t? wjir-tr
5:30pm 6:00pm 5:00pm 6:00pm

27.3 53.5 188 38.5 22.3

wbrc-tT

itlpm

wbtr whr-d wdsu-tT wpro tr
: 00pm 10:30pm 10:00pm :

25.0 31.8

whtv

3 DOpm

1 1'lll

20.8

wbrc ti

in mpm

34.3

20.3
tfjir-lv

1" :":■.,

21.3 17.3 29.3 15.3

nhrr If vi la ,| h.'mj ll wjar-lv

6 00pm

24.3

6.2 21.0

»tvn-n ksd |i
I0:00pra

16.5

k-l n

1 in

18.9 16.0

wbns-K

: 10pm 1" 30pm

15.0 18.2

wbns-tf
* 00pm

kuk-tv
5:00pm

60.3

wbtf
9:00pm

5.9

Upro-tV

1 nnpm

U 1,11 Iv

41.3 17.5

Uilill 'v

6 :00pm

10:30pm

31.3

wdsu i>
". 30pm

45.0

«i|<ll IV

9 30pm

39.0 17.0

wdsu-lv ffpro l\

; "hi, mi

19.5

vvhrc IV

.10pm

41.5

WllH

7 00pm

26.8

» In I

7 IIH|»I!1

6.5

11 :30pm

29.3

rXher than top 10. Classification u to number of stations In

own. Pulse determines number by measuring which stail'His

Ted by homes In the metropolitan area of a rlreo market

ion Itself may be outside metropolitan area of the market

,v^;.^ w

uP Gill-Perna is now

National Representative for

WTVP Decatur, III.
Bringing Top

O Programs to a Billion
Dollar Market

only wtvp delivers

c:ade a coverage of

illinois 2 in 1"

decatur-springfield

MARKET

MRS. TYLER

ISA
COMMERCIAL

MINUTE
IMPRESSION

ND AN ADVERTISER BUYS
VER 26 MILLION OF THEM
A SINGLE WEEK WITH JUST
IVE UNITS OF CBS RADIO'S
DAYTIME DRAMA!

Put it another way: an advertiser reach
over 8 million different Mrs. Tylers (and
their families) each more than three times
a week with solid, one-minute impressions
each time. At just about the lowest cost-
per-thousand available in any medium.
Today -with so much money going into
once-a-week or once-a-month advertising -
it makes good sense to extend and insure
your budget with this kind of frequency
and reach. And it makes most sense to fit
your message into identifiable programs
with a beginning and an end -specific
dramas to tune to every day.
That's why you find companies that sell
low-cost, high-turnover products, compa-
nies like Colgate-Palmolive, General Foods
and Lever Brothers, all buying (and re-
buying) daytime drama on CBS Radio.

FREQUENCY YOU CAN AFFORD AND NEED. . THE CDS RADIO NETWORK

a iimiii!i iiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiiiiiniiiiiiiniiiiiiiiiii hiiiiiiiiiiiiiiiiiiiii mm':

I WTOX I

100ofl^ AT TSJ

personality station de luxe
in WILMINGTON

YOUR BIG
BARGAIN

station covering the millions
in the rich Delaware Valley

ask your Walker man about
the "Timekeeper Show" 6:00-
9:00 A.M.

for results that count and can
be counted use

WTGIX

Wilmington, Dcla.
1290 on the dial

|lO?oJ~"'S|

II I II minium mi III!

National and regional spot buys
in work noic or recently completed

SPOT BUYS

TV & RADIO BUYS

Kasco Mills, Waverly, New York, is entering about 60 tv markets
to promote its dog food. Campaign will start 6 May and run for
seven weeks; schedule will resume in the fall. There'll be minute
and 20-seconds in daytime with the number of announcements per
week varying from market to market. In radio. daUime minutes will
be bought in a number of rural areas to supplement tv with minutes
slotted in daytime hours. Film commercials on tv. and e.t.'s on
radio, will feature a talking dog. Objective: women's audience.
Buying is completed. Buyer: Art Topol. Agencj : Donahue & Coe,
New York.

Nehi Corp., Columbus, Ga.. is expanding its use of spot tv and
radio throughout the country. The earlv Mav schedule will run
indefinitely. Tv minutes, 20's and I.D.'s have been requested for
nighttime hours, to reach a general audience. The number of an-
nouncements per w r eek varies from market to market. On radio,
minute spots have been requested for daytime hours, for a women's
audience. Commercials are on film and e.t.'s. Bming is almost com-
pleted. Buyer: Genevieve Schubert. Agency: Compton, New York.

TV BUYS

Esso Standard Oil Co., is buying in about 28 tv markets in the South
to promote its Flit. The campaign begins in late Mav for 15 weeks.
Minute films will be scheduled during daytime hours. Frequencv is
limited; about three per week in each market. Buying is not com-
pleted. Buyer: Jay Schoenfeld. Agency: McCann-Erickson. N. Y.

RADIO BUYS

Trans World Airlines, Inc., Kansas City. Mo., is buying a sched-
ule in major markets (for domestic travel). Six-week campaign
starts shortly. Announcements will be placed around-the-clock with
a heavy weekend schedule; the advertiser seeks a wide general audi-
ence. Average number of announcements per Aveek in each market
v\ill be 30. Minute commercials will consist of a 40-second e.t. fea-
turing a celebrity and a 20-second live tag. Buying is completed.
Buyer: Paul Clark. Agency: Foote. Cone & Belding. New York.

Pomatex Co., Inc., New York, is buying announcements for its
hair preparation in major markets in New England. New York.
New Jersey, Pennsylvania, Michigan. Illinois. Ohio and West Vir-
ginia, its major areas of distribution. Campaign will sell the product
as a hair protector against water and sun: schedule in each market
will begin with warm weather. Minute live announcements will be
slotted primarily 7-9 a.m. and 5-7 p.m.. to reach both men and
women. Average number of announcements per week in each market
will be 12. Buying has just started. Buyer: Jack Cunningham.
Agency: R. T. O'Connell. New York.

SPONSOR

4 may 1957

mnwMrBninnra

built your

TELEPHONE

. . . and

WW J -TV

80 years ago, the first
telephone switch-
boards were operated
by boys.

BELL TELEPHONE men and women, working together

to bring people together, treated a faith that produced
today's fast, dependable telephone servi. •
WWJ-TV. with its 10 years of leadership and emphafl
quality, has given Detroiters another well-founded faith -
faith that dialing Channel 4 always provides the
television.

SEEING IS BELIEVING to the great WWJ-TV aud
—a priceless advantage to every advertiser.

Today, Michigan Bell telephone operators
put through Long Distance calls in 80 sec-
onds, on an average. More than half of
Michigan Bell's customers can dial some of
their own Long Distance calls — to places
as far away as Boston and San Francisco —
even faster.

Tenth Anniversary Year

- ON WWJ
- -*d t oprrofd bf Tf» C*f-
Nolionol Representatives Pcfcrs, Gfffin, WexxJword. Inc.

SPONSOR • 4 MAY 1957

That wonderful sound of WBC's local programs is no
accident. Il takes a wide-awake, aggressive organization
to corral the best disc jockeys in every market . . . fire up
the mobile units, beep phones and tape recorders that
make < m-t he-scene news come alive . . . produce local

public service programs that capture national i
On top of this, there's the expert programming
ance each station gets from WBC group adv
programming that makes WBC stations th<|
listened-to in their areas.

SERVICE

I»W 1ST

hi want to know how little it costs to put the

mi! difference on WBC Radio to work for you if

int proof that no selling campaign is complete

the WBC stations call A. W. "Bunk" Dannen-

iWBC V.P.-Sales, at MUrray Hill 7-0808, N.Y.

WESTINGHOUSE
BROADCASTING
COMPANY, INC.

BOSTON

PITTSBURGH

FORT WATNC WOWO
CHICAGO

PORU«Sf

BOSTON .

SAN SBXHCIV )

: S..*-i

Another WBC frl

Pwe*v Grrffcn *o---r« >

Capsule case histories of successful
local and regional radio campaigns

RADIO RESULTS

MACARONI PRODUCTS

SPONSOR: Gooch Milling Co. AGENCY: Direct

Capsule case history: Rose bushes are selling macaroni
these days through a special radio offer made by Gooch
Milling. Lincoln. Neb., which resulted in movement of $15,-
060 worth of Gooch products (flour, spaghetti, macaroni,
etc.). Each package of Gooch products carries Red Circle
points which are redeemable in merchandise. KMA's Mon-
day-through-Saturday morning program, Farmer's Wife
with Florence Falk. broadcast an offer of a free rose bush to
those who sent in 40 Red Circle points on 1 April only. The
offer was made on 30 March and by 5 April, a total of 3.012
orders for the rose bushes had been counted. Gooch Mill-
ing estimates that a customer spends about $5.00 to amass
40 points which means that the number of orders received
represents $15,060 in sales. Wallace Closner. sales and
advertising promotion manager for Gooch, stated that the
campaign brought results far beyond the firm's expectations.

KM \. Shenandoah, Iowa PURCHASE: Participations

CANNED VEGETABLES

SPONSOR: Butter-Kernel Canned Vega AGENCY: Direct

Capsule case history: Radio enabled this sponsor to win
its long-standing battle to gain an important new outlet for
its products. For years, Butter-Kernel Canned Vegetables
had been attempting to gain distribution in the 14 Still-
man's Supermarkets in Minneapolis. All efforts failed re-
peatedly until soon after Butter-Kernel became a sponsor of
station WCCO's Housewives' Protective League with Allen
Gray. Success came with an initial order from Stillman's
for 25 cases of Butter-Kernel products. The first was fol-
lowed by another order for 100 cases and then another still,
this time for 125 cases. Now Butter-Kernel products have
a firmly established distribution in all 14 Stillman's mar-
kets. George Stillman. when asked to explain the super-
markets' final acceptance of the products, reported that
"we had to stock Butter-Kernel because of the public de-
mand created by Allen Grav"s broadcasts on WCCO."

WCCO, Minneapolis-St Paul

PURCHASE: Housewives'

Protective League

PAINT

SPONSOR: National Paint Co. AGENCY: Tilds & Cantz

Capsule case history: This advertiser's use of spot radio
during the firm's normally slow season resulted in a 20%
sales increase for 1956 over the same period in 1955. Na-
tional Paint deliberately scheduled its campaign for Septem-
ber and October, the slow 7 months for paint sales, in order
to measure radio's effectiveness in presenting a new adver-
tising and selling approach for paint products. Three Los
Angeles radio stations were used in the campaign, including
KBIG. The impact of the campaign was evident not only
in the sales increase but also in the results of a survey con-
ducted by Tilds & Cantz among all paint dealers and paint-
ing contractors in southern California. A total of 65% of
the respondents said they either had heard National's com-
mercials themselves or had learned from customers that the
firm's message reached them via radio. KBIG was the sta-
tion mentioned most often during the Tilds & Cantz survey.

KBIG, Hollywood PURCHASE: Announcements

FISH

SPONSOR: Cannarella's Fish Market AGENCY: Direct

Capsule case history: The Cannarella Fish Market credits
radio advertising with causing the heaviest volume of sales
for a single day in the market's history. On this particular
day, a Saturday, the sponsor used station WOIC as its only
advertising medium. Cannarella's bought 10 20-second an-
nouncements, aired at various times during WOIC s Satur-
day morning schedule. The total cost for the 10 announce-
ments was $20. R. E. Floyd, owner of the market, stated
that Canarella's had anticipated moving approximately 100
pounds of fish as a result of its commercials. Instead, 600
pounds were sold during the day with demand finally out-
stripping supply. Flovd estimates that over 400 customers
entered the market during the course of the day. a record
number. The radio advertising expenditure not only gave
Cannarella s a sales increase but also brought in many new
customers who had heard the market's announcements.

WOIC. Columbia, S. C. PURCHASE: Announcements

SPONSOR

1 mw 195*3

Top-drawer advertisers buy
WGN-radio in Chicago

You're in good company when you join the nation's smart'
time-buyers who confidently select WGN to sell millions of
dollars worth of goods for top-drawer clients.

1957 promises exciting new programming to make \Y( rN's
policy of high quality at low cost even more attractive to you.

SPONSOR

4 may 1957

A > *

\pgr-, '^^\

SPONSOR

•

4 may 1957

Like sire. ..like son

Among thoroughbreds, prized qualities are handed down from father to son.
In radio and television, too, championship can be transmitted within a family.

WKY radio is one of America's great pioneer stations. WKY-TV quickly
achieved dominance in Oklahoma television. Now the same experience, -kills.
and resources have been extended throughout the WKY Television System,

creating stations that clearly lead in their communities. Experience proves:
In thoroughbreds and in television advertising, it pays to choose a championship line.

THE WKY TELEVISION SYSTEM, INC.

WKY-TV Oklahoma City
WKY Radio Oklahoma City
WSFA-TV Montgomery
WTVT Tampa-St. Petersburg

Represented by the Katz Agency

SPONSOR

4 MAY 1957

The big city half of Minnesota,
we mean. You can woo the
Minneapolis-St. Paul Market with
a million and a half "please buy"
letters. Or you can spread your
budget thin on half a dozen
runner-up stations. But for
immediate sales impact, you've
got to reach Minn where she
listens— on WLOL.

WLOL'S Big 5 disc jockeys give
you the quickest, most
responsive, block-by block
coverage in the big Twin Cities
orbit. Add WLOL'S unparalleled
out-of-home audience and you'll
see why more advertisers sell
more products on WLOL than on
any other independent station in
this market.

MINNEAPOLIS

ST. PAUL

1330 on your dial 5000 watts

LARRY BENTSON, President
Wayne "Red" Williams, Mgr., Joe Floyd, V.P.

PULSE PROVES WLOL

STATION IN THE
NORTHWEST

BUY IN THE

TWIN CITIES

represented by AAA Radio Sales

News and Idea
WRAP-UP

ADVERTISERS

There'll be at least 13 program
series sponsored by automotives
on nighttime network tv this fall.
Shows breakdown as follows:

Sunday — Lincoln-Mercury (Ed Sul-
livan), Chevrolet {Chevy Hour)

Monday - - Dodge-Plymouth (Top
Tunes & New Talent), Buick (Wells
Fargo). Ford (Crisis)
Tuesday — none as yet
Wednesday — none as yet
Thursday — Chevrolet (Pat Boone).
Ford {Tennessee Ernie Ford), Chrys-
ler (Climax), De Soto (Groucho
Marx)

Friday — Plymouth (Date With the
Angels). Buick I show to be selected).
Ford (Zane Grey)

Saturday — Dodge I Laurence Welk )
Added to these will be: nine specials
for Oldsmobile ( six Jerry Leuis Shoivs,
two Dean Martin Shows and the Acad-
emy Awards telecast) ; five Desi Arnaz
specials for Ford; for General Motors.
Wide Wide World series on Sunday
afternoons and for the Chrysler model,
a show to be selected.

(See "What's Behind Detroit's $100
million Air Budget?" page 27; and
SPONSOR-SCOPE, page 9, for esti-
mate of automotive tv network com-
mittments. I

The Tea Council is upping its ad
budget by 80% — and will spend
$1.8 million for consumer adver-

tising this year. Here's where the
money will go:

• Largest share to "restore hot tea
advertising to its former level of ef-
fectiveness."

• To expand market-by-market cov-
erage to 18 cities by Fall (now 12
basic markets are used I .

• S600.000 to promote iced tea
during the summer via spot radio in
29 markets. I See Spot Buys for further
information on this saturation cam-
paign.)

American Toy Promotion will ex-
pand its tv coverage at Christmas to
include 25 key markets, five more than
were used in 1956. . . . General Foods'

Perkins division is adding another
flavor to its Kool-Aid line. The new
soft drink powder, Golden Nectar, will
be promoted via radio and tv in the
late spring and summer months.

People in the news: Roger Greene

has been elected vice president in
charge of advertising for Philip Mor-
ris. Other new v.p.'s for the tobacco
firm include: Andrew C. Britton.
manufacturing, and Walter N. Me-
Fadden, purchasing. . . . R. W.
Moore, Sr., has relinquished his of-
fice as president of Canada Dry to
become chairman of the board. His
son, Roy W. Moore, Jr., has been
elected president. . . . L. F. Carlson,
director of advertising for Oldsmobile.

KOMO-TV (Seattle) dancers on rooftop

kick off promotion {or hydroplane race tele-
cast as viewers "ii street watch via L10-
inch lens i>n remote truck two Mocks awa>

TIMEBUYERS attending WWVA, Wheeling,
W. Va., presentation in New York include (1
to r) Marie Scotto. Joan Rutman (Grey). Bob
Boulward (Houston), Sally Reynolds (L&N)

SPONSOR

4 may 1957

eli i iiil in retire undei the I lenei .il
Motors retirement plan this week. . . .
Harr) L. Vuli is the nevi advertis
in^ manage] foi Chrj Bier. \ u 1 1 fill-
ilir vacanc) created l>\ the retirement
of John II. Caron.

AGENCIES

( urrenl issue of Grej Matter (put
out 1»\ Grej Vdvertisina) rebuts
recent claims bj some researchers
thai the consumer is developing ;i
hard shell against hard sell.

Rather than mentalhj tuning-out a
commercial, Grej Matter Bays, "The
American public lias demonstrated
that, conscious!} or subconsciously, it
wants to be exposed to advertising
probabl) as eagerl) as advertisers want
tn |iin\ ide the exposure."

Theme is thai the consumer looks
to advertising to lei him know about

new product- and then to help him
pick tin >~« • he wants and tell him lm«

In use them.

Harbourmaster, new starter for
l»e\ nolds Tobacco on CBS TV next
Fall, was the brain-child of the tv de-
partment at F.st\. The "eastern", which
u sea series using the New England
-i line as background, was con-
ceived 1>\ Sam Northcross, assistant to
the president Northcross then looked
around for a packager and finalrj se-
lected Ziv fudges picked for

the National Vdvertising Agencv
Network's 1 ( ).»7 Creative Awards
contest of radio and t\ campaigns in-
clude: Howard H. Bell, NARTB;
James E. Kovach, WHC & \\ RC-TV,
W. Norman Reed. WW DC & W W'DC-
IM: and Tliomas B. Jones, W TOI'-TN
— all of Washington, I). C. Wards will
be announced at the Network's annual
convention at Sun Valle) in June.

Personnel changes: Basil W. Mat-
thews has been appointed v.p. and
.il.. mnt supervisor at RulhrautT &
Ryan. . . . Robert E. Field has joined
MacManus, John & Adam- as assistant
unt executive. . . . John I).
< arew, Jr., is now- research director
at Zimmer, Keller & Calvert. . . . Dik
^. Twedt lias joined Leo Burnett's
Chicago office as an account executive.
. . . Edward P. Heath moves to Ted
Bates as an account executive. . . .
James W. McFarland and Charles
R. Schwab have joined the market-
ing and research department of Ketch-
urn. MacLeod & Grove, Pittsburgh.

Folks are in /W with ^A^^A^-DG^

1st in total audience— 1st in quarter hour wins— Washington, D.C.

• PULSE: January-February. 1957 REPRESENTED NATIONALLY BY JOHN BLAIR 1 COMPANY

£ DAV/S

mind the uranium, Charlie, wait 'til you hear tchal's happening a; H PTR.

SPONSOR

4 MAY 195'

-^r"

248,898 Telephone

Stations

In the Centra! Ohio area there are
248,898 telephone stations — that means
our folks like to talk but they like to
listen when the message is carried by
WBNS Radio. And these listeners have
$2,739,749,000 to spend. They and Pulse
place us first in any Monday-thru-Friday
quarter-hour, day or night.
Ask John Blair.

WBNS RADIO

COLUMBUS, OHIO

Spring has sprung
in Providence, R. I.

• afternoon audience
grows 324%

• morning audience
grows 297%

WICE is how either first or second in
audience in 16 daytime quarter hours.

... in just 6 months of Elliot
programming

Source: C. E. Hooper, Jan.-March 1957

The ELLIOT STATIONS W

great independents • good neighbors jf tim ELLIOT, President

Akron. Ohio - WCUE / WICE - Providence, R.
National Representatives The John E. Pearson Co.

. . . Henry G. Fownes, Jr., v.p. in
charge of the New York office of Mac-
Manus. John & Adams, has heen pro-
moted to the administrative commit-
tee. . . . William A. Baumert, for-
merl) a partner in Frank Baumert
Co.. has joined Paris & Peart as an
account executive and Joseph Pend-
ergast has moved over to P&P as a
marketing account executive. . . . H.
K. (Ken) Jones has been made di-
rector of marketing and research at
Griswold-Eshleman. . . . Robert W.
Hoebee is now an account executive
at J. M. Hickerson. Inc. . . . John R.
Burrill has joined the William Schal-
ler Co. as a member of the client serv-
ice staff. . . . L. C Hopper has been
named account supervisor at Dix &
Eaton. . . . Sherman Slade has been
appointed executive vice president of
the Mayers Division of Cunningham &
Walsh. Mayers moves over from Dan
B. Miner Co.

New agency v.p.'s: Ben Gedalecia,

v.p. in charge of research : Ralph H.
Major, Jr.. v.p. in charge of public
relations and Henry J. Payne — all at
BBDO. . . . Harold D. Frazee, as v.p.
and account supervisor at Bryan
Houston.

Sylvester (Pat) Weaver's new of-
fices for his Program Service are lo-
cated at 430 Park Ave.. New York.
Telephone: PL 8-0139. . . . Caples
Co.'s New York offices are now at 10
East 40th St. . . . Agency name
change: Thomas & Delehanty is now
Thomas & Douglas.

New agency appointments : BBDO

for Western Airlines. . . . MacManus,
John & Adams for Minnesota Min-
ing & Manufacturing Co.'s new chemi-
cal product division. . . . Stromberg-
er, LaVene, McKenzie for Buitoni
Foods advertising in 11 Western states.

J. M. Mathes, one of the earliest
boosters of radio among New York ad
men. died this week.

NETWORKS

Of the 100 leading national ad-
vertisers (in 1956), 45 are cur-
rently using network radio. Here's
the list:
P&G

General Motors
Colgate-Palmolive
General Foods
General Electric

[Please turn to page 68)

SPONSOR

4 may 1957

■

WSK

^Jbk^-A

;F*4'^»

^JLi '1

/-5-A

the more you compare programming,
ratings, coverage, or costs per
thousand — the more you'll prefer

WAVE Radio
WAVE-TV

LOUISVILLE

NBC AFFILIATES

NBC SPOT SALES, EXCLUSIVE NATIONAL REPRESENTATIVES

■

There's more fo Florida!

To be sun-, living is easy , . . so eat ■ that 6, k to I orida

annually. More important, during 1956 2,800 neu (ami ■ ••' moved

here to Inc. Keeping pace, 287 neu industrial plants set up simp in the

first nine months oj the year alone.

There's Jacksonville, for instance

...huh of a $1,660,000,000 market u here population has in, r.

faster than the national average. . . where more than SO stories oj neti
insurance buildings have pone up. . . where 600 manufacturing enteri
pour out products from paper haps to diesel locomotives. Is one industrialist
put it. "/ should have moved my plant to Jacksom die much sooner.

f*/lff FF tMmMmw'm f capsules the market foi you, covering

277,000 television families in (>7 counties the equivalent ■ oj all

the tv homes in Florida." In the metropolitan Jacksonville area measured
hy ARB, powerful WMBR-TV delivers five and a half tunes the aiei.
total-week audience of its competition'.

Channel t, Jacksonville WMIilHN
Operated by The Washington Post Broadcast Division
Represented by CBS Television v

i V

Chrysler Corp.

Ford

\m<ii<an Home Products
General Mills
Gillette

R. J. Reynolds Tobacco
Lever Brothers
Bristol-Myers
Liggett & Myers Tobacco
Pillsbury Mills
Kellogg
RCA

Standard Brands

Swift

E. I. DuPont de Nemours

Quaker Oats

Armour & Co.

Sterling Drug

P. Lorillard

Scott Paper

Coca-Cola

Miles Labs.

National Biscuit

Warner-Lambert

Brown & Williamson Tobacco

Firestone Tire & Rubber

S. C. Johnson & Son

Nestle

American Motors

Corn Products

Joseph Schlitz Brewing

Studebaker-Packard

Texas Co.
Reynolds Metals
Best Foods
Chesebrough-Pond's
Norwich Pharmacal
Doubleday & Co.
Atlantis Sales Corp.
Admiral Corp.

(See SPONSOR-SCOPE, page 10,

for a breakdown bj individual net-
works of the leading national advertis-
ers using radio.)

"Trade your mirror for a win-
dow" was the advice Louis Haus-
man, CBS v.p. for advertising and
promotion, gave the American
Women in Radio and Television
at their Convention last week.

Hausman told the professional wo-
men that they have "lost touch" with
the average American woman, and that
they are "too independent, too secure,
too individual and too broad in inter-
est" to be like or to understand her.

He suggested that AWRTs experts
on the average woman should "seek
out their subject in her native habitat"
—supermarkets, churches, in low-
priced cars, resorts and dresses, etc.

New appointments: Dean Shaflf-

ner, latest ABC staffer to make the
trek over to NBC, will join NBC TV
on 20 May as director of sales plan-
ning. Shaffner was v.p. in charge of
sales development and research for
ABC Radio. . . . Chalmers Dale has
been appointed assistant manager of
the film services department at CBS
TV. . . . E. Charles Straus has been
assigned to the newly-created post of
director of talent and casting at CBS
TV, Hollywood. ... A. Rohert Bona-
gura has joined the sales staff at CBS

"If it weren't for us KRIZ Phoenix
account executives, you air person-
alities would be permanently sus-
taining."

or.

Radio. . . . Louis J. Riggio, whilom
partner in Hilton & Riggio, has gone
with CBS Radio as a special consultant
on sales development. . . . Louis M.
Marey has resigned as director of sales
development and presentations at NBC
TV to join Sylvester I Pat I Weaver's
new Program Service in an executive
sales capacity.

Network program notes: Walter
Winchell will return to ABC TV next
fall in a new series. Format will pre-
sent Winchell as a storyteller and will
dramatize fictionalized versions of
news stories. Time slot for the pro-
grams has not been set as yet. . . .
Giant Step l CBS-TV I which is being
dropped by General Mills on 29 May.
1. rings the 1956-57 season's quiz show
casualty list up to eight so far. . . .
Those Whiting Girls will be back on
television this summer taking over the
Monday night 9-9:30 spot on CBS TV
for General Foods and P&G.

RADIO STATIONS

Riding the radio comeback trail,
Westinghouse Broadcasting Co.
has appointed a national radio
sales manager, Perry B. Bascom.
Bascom has been eastern sales
manager for WBC since June
I 956.

\\ estinghouse radio stations include:
WBZ-WBZA, Boston and Springfield;
KDKA. Pittsburgh; KYW, Cleveland,
WOWO. Fort Wayne; WIND, Chica-
go; and KEX, Portland, Ore.

"Radio will he no worse than sec-
ond best" in agency billings in the
West In 1902— was the prediction of
Kevin Sweeney. RAB president, in an
address before the Western States Ad-
vertising Agency Association conven-
tion last week.

Sweeney also predicted that the se-
lection of specific times announcements
are to run will become "the responsi-
bility of radio stations" just as the
page on which advertisements are to
run is now principally the responsi-
bility of individual newspapers.

WWVA, Wheeling-Steubenville. in a
presentation to New York timebuyers
last week, hit hard at competing media.
Theme: "no newspaper, magazine or
tv station can match WWVA's pene-
tration" in its area. . . . WVNJ, New-
ark, which switched to "Great Albums
of Music"" format last January, finds
the new programing has increased its
audience, upped the Hooper rating and
brought in more national advertisers.
The new format, which does not use
disk jockey personalities, can be par-
tially measured by requests for
\\ \ NJ's programing booklets — 30.000
to date.

WTL, St. Louis, has become an ABC
affiliate. . . . WITH, Baltimore, will
carry the Brooklyn Dodger night
games with Melody Club Wines spon-
soring. . . . KXXL. Monterey. Calif-
is now KIDD.

Notes on people: Ed Paul is now

national sales manager at W F.RE.

SPONSOR

4 may 1957

Cleveland. . . . Jim Coryell has joined
the sales staff al vVQAM, Miami. . , .
George llobkiik is now program <li-
rectoi i"i K-AC1 . I!i\ erside, Calif. .. .
It«»l> l.lo\«l has been named produc-
tion manager Foi KNX-CPRN, Los \n-
geles. . . knit Burkhaii has joined
\\u\\l. Miami, a- program director.
. . . Robert C Burris has been a|>-
pointed general managei <>l KSAN,
San Francisco.

TV STATIONS

I h< Corinthian Broadcasting
Corp. has been Bet up to manage

the J. II. Wbitne) A Co. t\ and
radio stations.

These include: KOTV, Tulsa;
KG1 I TV, Galveston; WISH & \\ Ml
l\. Indianapolis; an. I \\ \\l. &
\\ WI.-IA. Fort Worth.

Directors and officers of Corinthian
include three partners of J. II. \\ hitne)
8 Co.: Walter Y Tha\er. chairman <>f
the hoard: ('. \\ rede I'elei >me\ er.

president; and Robert F. Bryan, sec-
retary -treasurer.

Corinthian's basic purpose, Peters-
meyer said, will he to provide an ex-

( han-e of ideas anion" its stations.
Day-to-da) operation will remain un-
der the direction of the local managers.
Petersmeyer will have a small stalT of

no more than seven people in New
^tork whose function will he to stimu-
late idea- rather than dictate policy
from the home office.

\- president, Petersmeyer, who has
been directing the alTairs of KOTV,
Inc.. from lulsa, will now make his

headquarters in New i oik.

General managers of the Corinthian
Stations will serve on the policy com-
mittee of which Petersmeyer will be
chairman.

Other ke\ appointments at Corinthi-
an are: George G. Jacobs, director of
engineering; Charles II. Smith, direc-
tor of research: and Johnston F. Nor-
throp, assistant to the president.

Tv applications: Between 22 and 27
April one construction permit was
granted, three applications for new sta-
tions were filed and one new station
took to the air.

Construction permit went to W HDH.
Inc. for Channel i. Boston, permit al-
lows 65.2 kw visual.

Applications were made h\ : Cv Blu-
menthal. Arlington, Va. for Channel
2. Terre Haute. Ind.. 100 kw visual,
with tower 990 feet above average ter-

rain, plant 1483,622

cost -i. 'mi. i; Marvin Ki

( I i tela .i~i iii-. New ^ "ik. N ">

foi t hannel 7, Si < loud Mum.. 1.8 kw
\ isual, h iih towei I l<> feel abov< i

i.i rain, plant |90, 1 26, yeai Ij opei
ating i osl $1 17,500; and Mali o
atres, Memphis, l"i < hannel I 1 1, < !ol
umbus, 0., 23.] ku visual, with towei
208 feel above averagi terrain, plant
1131 ,597, j earl} opei ating cosl I
000.

New station on the ail h as WSOl
TV, Charlotte, N. C, < hannel 9, affili-
ated with NBC TV, also some \l'>< I \

-how 9.

W MlO. ( 1 1 1 < ago, in i onna t ion h ith

\m thwestei n I niversit) is pet il

tng on a six-week symposium !"i coloi
t\ starting _' I June-. . . . Plane for
merging \\ <.K. Corp. I WCI! \\l &
TV, Buffalo) into Transcontinenl I < lie
vision Corp. I W Rl M l'\ . Rochester,
Y i. and ")<)'r owner ol Shenandoah
Vallej Broadcasting) have been ap-
proved l>\ stockholders ol both firms.

\\ WL-TV, New Orleans, will lake to
the air on I Vugusl as an inter< ••nun i-
ed primai \ affiliate ol CBS l\. . . .

K \IW I \ . I

roduced in
with nine ol the . luthern '

fornia univ< i Shad

days ii \\ < I \ .

Pulse
ratii
Ii - a sinj l< station i

I OCUS Oil pel -on.ilitii - : I ,< in g .

Bowe i- the new produi lion

al Wll* I \. Hartford, < onn. .

(.< orge Rice ill take •(••

directoi and ^ ale Roe
tional spot sales Foi Ki .< > I \

San I Robert <>. Pax-

son has been appointed sales mar

••I K I IN. Omaha

Reorganization ol the manage-
ment of Southland Industries

(\\n\i fl WOAI-TV, Mn \n-

t mi i<> ) wink- out this wayi

HiiLih llallf. |i .. new < bainnan of
the board ; lame- \|. ( Raines, ;
and general mana
i \ . vice president and tn
Charles L. [effers, vice president;
Howard IJ. I!i am h, se< retar) . ITi<

it's KSAN in San Francisco

PROVEN MOST POPULAR WITH NE6R0 LISTENERS A
YEAR AFTER YEAR* >•«««•«

Is Your
Best Buy...
Because

Goes Where
280,000

KSAN

SAN HtANOSCO \

\ Where

fc\ Negro
/Market

Listeners

specific proof of all KSAN claims to fame,
contact Stars National, Tracy Moore, or

WRITE, WIRE, PHONE KSAN

1111 MARKET STREET, SAN FRANCISCO, CALIFORNIA, MA 1-8171

SPONSOR

4 M \Y l ( ).-)7

Montgomery's No.l

(says Hooper) is

WRMA

Serving 200,000 Negroes

Oct.-Nov. 1956 Hooper
Av. share 7AM-6PM

WRMA 27.6%

Second station, 21.4%

'Signed oft 4:4SPM during survey

Exclusive Market

The only Negro station

in a Central Alabama

area with 53% Negro population

WRMA

Montgomery, Ala.

i Judd Sparling, Commercial Manager

Joseph Hershey McGillvra,

National Representatives

WWRL NEW YORK CITY

C/V

rVW^L

'Gregory Wheatle
305 Convent Ave.
New York, N.Y.

WWRL S PERSONALITIES SELL
more merchandise for sponsors by:
Delivering the largest NEGRO
AUDIENCE for your product. . . .
Supporting your schedule with a
barrage of CONSUMER ADS. . . .

MERCHANDISING CREWS work
full time in Supermarkets and drug
stores for you. . . . FREE. . . .
LOW SELLING COST of 12c per

thousand. . . .

call or write

Woodside 77, New York City
Tel — DEfender 5-1600

- BEST FOR NEGRO PROGRAMS

FILM

Station bartering of time for pro-
graming, while not a big factor in
film sales, has given rise to at least one
firm dealing solely in that kind of
business.

Name of the firm is Time Merchants.
Inc., which boasts a lavish suite in
New York City's Plaza Hotel and is
headed by Richard Rosenblatt. Among
those connected with the firm who are
known in the broadcasting business are
Harry Maizlish, former president of
KFWB, Los Angeles, who heads up
West Coast operations and William
Weintraub, Jr.. in charge of the East-
ern office.

The firm is about nine months old
and Rosenblatt claims he has orders
for time from agencies and advertisers
totaling no less than $10 million. Based
on past performance, he said, he ex-
pects to place about 25' < of that figure.

Rosenblatt describes TMI as an
agent for film distributors seeking to
unload time they acquired from sta-
tions in exchange for programing. He
says about 75' '< of the deals are made
with features and the remainder for
s\ ndicated film.

The TMI chief was understandablv
cagey about releasing names of cli-
ents who have bought time through
him but he said that one of the biggest
air advertisers in the business will
"test" the use of bartered time with a
budget of about $50,000 during the
summer — that is, the advertiser will
see if the time periods he has request-
ed can be delivered.

Rosenblatt franklv admits pattern-
ing his operation after that of Mattv
Fox. who sold RKO features to stations
in return for time that was turned over
to International Latex.

Rosenblatt's deals van in nature but
a 15% commission on the time placed
is common. In some cases, it is under-
stood, he buys the time from distribu-
tors and then resells it at whatever
price he can get from advertisers.

Is bartered time worth it? Rosen-
blatt maintains the advertiser can get
bartered time at from 33 to 50' < of
the station's earned rate, including
package discounts.

One of the biggest small market
regional deals in recent years was
pulled off bv Gross-Krasne with the
sale of The 0. Henry Playhouse to

Faultless Starch Co. in 42 markets.
Ii\e of these areas were described

as "prime" markets and the others as
secondary. First airing is slated for
2 May. '

The new sale lifts the total of mar-
kets sold for the show to 187.

Two king-size feature film sales

have been recently announced.

The MGM library has been sold to
WNAC-TV, Boston, for an estimated
$2 million while AAP has sold its
Warner Bros, package to WREC-TV,
Memphis, for a reported $1 million.

FINANCIAL

Following are first quarter reports
for some of the major air media
users.

Chrysler sales rose to $1,150,723,712
as against #742.349.267 for the first
(juarter of 1956. Net earnings went
up 3729* to $46,545,521 as compared
h. $10,905,722.

General Motors sales were up to
$3,076,974,030 compared to $3,064.-
582.957 in the first quarter of 1956.
Earnings, however, were down with
$261,357,742 as against $285,593,355.

Westinghouse Eleetric Corp.'s re-
covery is noted in record sales of
$475,686,000 for the first nuarter of
1957. Last vear's sales were $225,366,-
000. Net earnings went to $14,198,000
in contrast to the $18,575,000 loss dur-
ing the same period in 1956. Loss was
due to prolonged strike.

Stock market quotations: Follow-
ing stocks in air media and related
fields are listed each issue with quota-
tions for Tuesday this week and Tues-
day the week before. Quotations sup-
plied by Merril Lynch, Pierce, Fenner
and Beane.

Tues.

Net

Stock 23 April

30 April

Change

\ eio York Stork Exchange

AB-PT 23%

23 1 ;;

+ %

AT&T 177 :( ,

177%

\\i'o 6%

CBS "A" 34%

- %

Columbia Pic. 17%

17-,

+ %

1 of u '- 19%

18%

- %

Paramount 34-

;;■-

RCA 33%

36%

+3H

Storer l'H T s

27%

-1*

JOili-Fox -2<rw

27%

+ 1%

Warner Br<>~. ii\

+ %

Westinghouse 59%

59' s

- %

American Slock Exchange

Ulied Artists \%

+ M

( ',&( . Super 's

' B

DuMonl Labs. •">',

- %

Guild Films 3%

- %

\T\ 8%

+ %

SPONSOR

• 4 MAI

• 1957

air THE MIWLE WEST
rut PEOPLE CALLED /

Near the peak of the big snow storm 'March 25 over 400
calls came into the KFAB newsroom Most of the calls were
from Superintendents and Principals of schools throughout
the area. They asked KFAB to get No school today in-
formation to some 400 000 school children in Nebrosko and
Western Iowa The same service was rendered to business
firms and factories, many of which closed for the day.
Whether it's in the field of Public Service or service to the
advertiser, KFAB produces results unmatched by any other
media.

Get the full story on the new KFAB from Peters Griffin and
Woodward or get the facts from KFAB Sales Manager.
E. R. Morrison.

GRADE 8 CONTOURS

76,701 MORE TV HOMES

From PITTSBURGH to HARRISBURQ

ARB proves you get 76,701 more TV
homes when you buy WFBG-TV, Altoona,
in combination with Pittsburgh — the best
combination of stations in the area ! Less
waste, less duplication, more mileage for
your TV dollar. ARB proves— from sign
on to sign off, seven days a week—
WFBG-TV delivers average ratings 30.1%
greater than Johnstown; 71.4% more
quarter-hour firsts. Ask BLAIR to show
you the ARB Altoona Coverage Study,
March 1956; and ARB, November 1956.

WFBG-TV

ALTOONA, PENNSYLVANIA

ONLY BASIC CBS-TV STATION SERVING THE AREA

Channel 10
ABC-TV • NBC-TV

Represented by BLAIR-TV

operated by: Radio and Television Dlv. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM <TV, Philadelphia, Pa. / WNBF-AM • FM »TV, Blnghamton, N. Y.
WHGB-AM, Harrisburg, Pa./wFBG-AM .TV, Altoona, Pa./WNHC-AM • FM »TV, New Haven-Hartford, Conn.
National Sales Office, 4-85 Lexington Avenue, New York 17, New York

SPONSOR

4 may 1957

C«*rrl|ht IM7
»P0N»OR PUBLICATIONS INC

it haft happening in I irmm

that affect* tioiu

WASHINGTON WEEK

4 may Of considerable significance to advertisers in general i- 1 1 ■ • I . S, Supreme

Court's agreement this week to decide whether .1 parodj <ii i copyrighted »<>ik
violates the copyright la\\-.

Parodies are common in commercial jin I p to now, 1 1 j * - lowi

have invested the copyright owner with complete control ovei .rk.

The case coming before the top tribunal began when Loew's, In cted to !

Benny's parody of the motion picture Gaslight. \ I 5. I ourl of Vppeals' ruling upheld
Loew's ((intention thai a parody or burlesque i- no different from ani other copy*
right infringement.

The high court will listen to arguments when it reconvenes in the fill.

This week's hearings on independent program packagers maj not be the I < <

network study committee's last such attempt to gel information from reluctant
of the t\ industry .

The wording of th»> FCC announcement of the Bubpoenas indicated thai oth<
follow- even though it appeared that producers of film -Imw- were the particular thorn

in the side of the committee's chairman. Dean Roscoe Barrow.

The FCC is convinced that its present multiple ownership rales ;ire ;t -ullii ienl
safeguard against monopoly and thus is granting another h station to a network.

So the FCC told Sen. Thomas Hennings (D, Mo. . who. .m_< -red l>\ i! ■
men! of St Louis channel 11 to CBS over Beveral competitors, directed a roster
questions at the commission.

Senator Hennings sought to draw a parallel l>\ a question along this line:

Aren't the networks, now being studied for possible violation of anti-trust law*,
in a similar position to motion picture people when th< FO d< Ferred UW
for broadcast facilities on the ground they were Mill under anti-trusi indictment?

Rejoined the FCC: There's no similarity whatever. The networks haven't been con-
victed of anything, and investigations aren't to be equated with convictioi

The FCC has set 3 June as the deadline for the submission <>t arguments on
its decision to substitute the Craven plan for the t>. table of allocations.

After polishing up the Craven plan and adopting it b) a I -3 vote, the FCl
so-called rulemaking proceeding-.

To the Craven plan have been added specific protections to uhf.

No applications for vbf drop-ins will l>e entertained that are within 75 mile-
of a uhf transmitter, unless there is ahead] a ^ lit thai dose. Or, if the principal
served by a u is not getting service already hom two or i

The FCC will have a complete analysis <»t dear channd and tkywave prw

ings for the commission to consider on 22 May.

In revealing this to this week's Senate daytime hearii g, FO general counsel Warren
Baker said daytime must he considered an issue in thi

Arguments will he heard 3 June on the FCl 's proposed ban on tv translator -t..-
tioii9 in anv place where a regular tv station is operating.

The FCC's reason: Translators might retard development of local tv service.

4 may 1957

GETTING THE MOST Fl

Snagged" by a
Faulty Film Situation ?

If so, you've a right to be "hopping mad" —
especially if picture "smog," inflexible film pres-
entations and high operating costs are blocking
your progress. Better do something about it.

<£*##

**#J|

JR FILM DOLLAR...

#"*##

Can You Answer

to all

these Questions?

1. Does your present film equipment give you a snow-
free picture, approaching the live quality that adver-
tisers want ?

2. Does it assure low operating cost at the same time?

3. Does your film system provide for varied program
fare to hold viewer interest ?

— If your answer is "no" to any of these questions,
let us show you how to plan your system to get
these desired advantages. See your RCA Broadcast
Representative. Have him acquaint you with RCA's
comprehensive TV Film Facilities — for getting bet-
ter pictures and lower operating costs for both
Color and Monochrome.

RADIO CORPORATION of AMERICA

BROADCAST AND TELEVISION EQUIPMENT
CAMDEN, N J

In Canada: RCA VICTOR Company Ltd , Montreal

ONSOR • 4 MAY 1957

A round-up of trade talk,
trends and tips for admen

SPONSOR HEARS

4 MAY Current luncheon-lable wisecracking about a Madison Avenue agency with a habit

bponsor^uca™™ iNo. of ,,u > in " * em at th e P^k and seeing the ratings droop:

"Well, there's another one that got the kiss of death."

One of the biggest unpaid bundles left on an agency's doorstep by a tv ad-
vertiser involves the Roto Broil Corp. and Product Services, Inc.

Roto Broil, a PSI client, filed a voluntary petition for an arrangement.
The debtor's schedule of liabilities listed PSI as creditor in the amount of S275.132.
Roto proposes to pay 100% of the claims over five years.

To Madison Avenue the prize question of the week was the one that a woman stock-
holder tossed to E. H. Little, Colgate chairman-president:

"Why, Mr. Little, do you fire so many presidents?"

Little's explanation was that he didn't fire them without talking it over with members
i >f his executive committee.

Suddenly the adverb "suddenly" is becoming a fixation with copywriters.

Plymouth was the first big enthusiast with "Suddenly. It's 1960." Now there's "Sud-
denly soap is old fashioned" (Dove). "Suddenly . . . everybody's more efficient" (Sound
Scriber), even "Suddenly it's the Hi Lo's" (singers).

Suddenly, meantime, Plymouth has abandoned "suddenlv."

Add rea«ons why tv program costs continue to soar: The salaries of freelance
directors on the big dramatic shows have caught up with the stagehands' cut.

Practically all the hour dramas are now directed by a tight circle of freelancers whose
base pay runs around $2,000 per show.

Here's one of the niftiest pieces of tit-for-tat in a long time:

A top agency man left his alma mater to go with one of its clients as ad manager.
The client thereupon said, in effect. "Get rid of your agency stock: you can't serve two mas-
ters at the same time."

Confronted with this, the agency made a cash settlement with its alumnu< pretty much
at fire-sale prices.

Last chapter: The agency's billings from that client somehow have dropped
from $12 million to $5 million.

This week's award for fancy steering goes to the Madison Avenue agency which,
while making a show pitch to a client, was told another agency already had suggested
the same program series.

The spokesman for the pitching agency paused but a second, then stalled:

"Oh, we're not sure this show is the right thing for you. The stars look good, but the

format is sort of weak.

"Now — the same producer's got a show two of our clients had to drop a year ago, even

though it rated very well. Let's come back and talk about that show in a week."

76 SPONSOR • 4 MAY 195

DETROIT'S AIR SPLURGE

[Continued from page 29)

,-nl studies into whal motivates
buj i are. < me r« enl stud)
bj Social Research, Inc. for 7 he ( 'hi-
■ I ribune, titled "' Automobiles:
\\ h.ii I hej VIean I" \mci u ans, i ites
the following motivations l"i cat own-
ership: I 1 • 1 o acquire and demon-
strate I'.uiH ipation in societ) ; (2) I o
extend one's life boundai ies : (3) I o
acquire a sense "I powei ; (4) I <> ac-
< omplish transportation ; (5) I o feel
pride "I -kill and mastei y; (6) I o
it adull prerogatives and capa-
bilities; I 7 i To demonstrate status;
Vs .in outlet for aggression.
I .. i ate] to -in h a w ide \ ai ietj "I
motivations, mam advertising themes
cannot stand alone. Jusl the theme of
dependability and durability appeals
onl) to the most reserved people, the
Tribune stud) showed. Jusl stressing
economy i reates a "cheap" reputation,
lu-t safet) appeals onl) to people with
extreme fears. "Cars thai are narrow-
ly defined, says this report, "either
because "I extreme features or single-
minded advertising definite!) limit
themselves. \ car can sell itself t<>
different people b) presenting different
facets ol it- pereonalit) .

In the earl) days of automotive ad-
vertising, the single-minded ad theme
ua- mechanical. Hove) Hagerman,
new a.e. for Pontiac at MacManus,
John & Vdams, writing in a recenl is-
sue ol lutomotive \ews, recalls the
copywriting battle between Chevrolet
ami Plymouth at the time when Plym-
outh switched to all-steel bodies. "We
took the aggressive," says Hagerman,
who was then writing for Chevrolet,
"and ran ads saying: 'Steel \l<me Is
Not Enough.' ' Plymouth replied b)
sending an entourage around the coun-
try with an elephant which would walk
on the tops of it- cars to demonstrate
he strength of construction. Chevro-
then ran an ad which said: "If
Your Elephant Wants to Ride on Top.
It's Ml Right With Chevrolet."

While durabilit) and horsepower
ind roadabilit) still pla\ their part in
mto advertising today, there i- no
onger the single-minded devotion to
"nuts and bolts." St) le was bound to
nter the picture, even discounting the
lanting of ads toward women, luto-
lotirc \eus recently quoted a Detroit
desman as saying: "I spend more
une in m\ car than I do in m\ living

America's most

copied radio station!

ART GOW SHOW

PAT GAY SHOW

DENVER AT NIGHT

STARR YELLAND'S PARTY LINE

KLZ-Radio is proud of the opportunity to make this
contribution . . . making Radio even a better buy
than ever!

KLZ is mU than

a radio station
KLZ is a selling force!

CBS
IN DENVER

KATZ

REPRESENTED

PONSOR • 4 MAY 1957

room. When I bu) an automobile, up-
holster) and interior trim are mighty
important items." As for exterior
trim, its current importance is reflect-
ed in the battle between steel and
aluminum companies to supply it to
auto companies.

What has shifted emphasis from
"nuts and bolts" to styling? "Psycho-
logically, Americans are reaching for
new esthetic and luxury levels in their
purchases," explains Dr. Dichter, of
the Institute for Motivational Research.
"Prosperih lui-~ satisfied the utilih

needs of many American families.
Higher prices of cars have created a
»uilt feeling which must be eliminated
b) appeals directed at cultural and
emotional needs. Distinctions in col-
or, line, appurtenances become more
important than the actual mechanics
of the car. Appeals to status and pres-
tige help assuage guilt feelings con-
cerning the price."

More advertising dollars: Discon-
tinuance of factory-dealer advertis-
ing co-op funds frees motor companies
from obligation of sharing the pot with

COVERAGE

for

WBIR-TV covers more than
50 prosperous counties in
East Tennessee, Kentucky
and North Carolina.

HEIGHT

WBIR-TV's antenna tow-
ers 991 feet above the
average terrain.

for

POWER

WBIR-TV is one of the
nation's most powerful sta-
tions operating on a full
316,000 watts.

CALL YOUR KATZ MAN
for availabilities

WBIR-TY

Serving Tennessee's 2nd Market

noniLLElfl.

CHANNEL I U

local dealers. While dealer media re-
quests are still considered, the adver-
tising strategy and final decisions on
where it is spent lie with the factory
and its agency. This could have played
a part in this year's television buving
which already exceeds the 857 mil-
lion spent in 1956 by about $15 mil-
lion.

New buying strategy: There are
signs in Detroit of a departure in con-
cept, and some companies are starting
to buy "the medium that could only
sell soap" like the soap companies do.
This is pointed up by some buvs I Ford
and Buick, for example) where they
will share shows with alternate spon-
sors or even participate. "Safety" and
cost-per-1,000 appear to be getting
more consideration.

All of these factors have perhaps
played some role in the heavy net t\
buj ing. Some of them may have in-
fluenced the Ford radio buy on CBS.
One thing that surely underlies it all
is that 1057 will be a highly competi-
tive year in the passenger car business.
In May. Studebaker is coming out with
an economy model — not a midget, but
a full-size, standard model — to sell at
$1776 list. This fall, the new Edsel

tf* POWER
^LUMBER
AGRICULTURE^

;2te

.S-

£ ^Gfi,

Sfico.

Are

°k&

'No
KlCH

L +RG

Jre 8o n -

Est

Go;v

Ce Of Cr

ClTy

ar 8es,

an<]

5<h

"^rfc

2nd

^eo.

°<-<hy

^cifj c

C BS \odio

5,000 WATrS-l280KC

EUGENE. OREGON

HSAA/r MOR£ FACTS P

-COA/rACr WSED £ CO.

SPONSOR

4 may 1957

will entei the field. Meanwhile Ford
i- engaged in it- perennial Btruggle to
top Chevrolet, while Plymouth la out
aftei both "I them. Once all t\ shows
are bought, it is reasonable t" believe
ihat the auto companies will turn theii
attention i<» spol t\. spol radio, and
quite possibl) I" more network radio.
\BC Radio reports it- Spring business
in. in auto advertisers al aboul $520,-

000 net.

\\ hile automoti\ e spol acl i\ ii\ has

nol been too hea^ j .1- \ et this \ eat . ii

uusl be remembered thai the hoped-

foi Spring upsurge in new car sales

has not developed either, although all

the Big I line IkhI a good firsl quartei .

Pontiac used a fairl) heavy schedule

uliii spol in Februar) and March.

Hdsmohile i- hitting some markets

1 Spring 1 .ulin and l\ campaign.

[I \ Thesaurus' Laurence II <•//, radio

iackage i- heing sponsored In Dodge

1 nd Dodge dealer- in aboul 62 mar-

Ford Institutional i- aboul ti>
tart a 6-week radio campaign. The
raditional use of spol In Detroit has
Iwa) - followed a 60' . Autumn and
• »', Spring pattern with the remain-
rig 10'. scattered through the year.
What of the other media? The Bu-

1 eau ol \d\ ertising Vmei \. w -

paper Publishers Vss lorta

passengei 1 at ad> ertisin
papers ofl 18.1 ' I laal yeai froi
($126 million in 1955; (103 million
in 1956 1. Publishers Information Bu-
reau reports thai magazines
farm and Sundaj supplements
ceived $6,56 I. .">.'! I in Januai j and I 1
ruarj this yeai .1- againsl -."..I II,] 18
for the co] responding month- in I •

a drop uf aboul $1.5 million.

Perhaps some ol this monej i- be
ing re-directed into aii media, particu-
lai U into those telr\ ision buys for fall.
Perhaps -till more w ill go to radio and
spol radio and spol t\ . Bui it does nol
mean thai broadcasters 1 an be com-
placent aboul their grow ing good foi
tune. I he auto indust 1 j like it- ow n
product is a highK mobile one Flexi-
bility in advertising is one of the things
it was sti i\ ing foi when it dropped its
factory-dealer co-op funds. \n<l now
it has thai flexibility.

\- foi the print media, they 1 annol
be expected to accepl a I..-- in adver-
tising revenue without a battle. The
newspaper- have already joined in .1
drive to counter the inroads made bj
television. That i- apparent from the

it \ \ r \

■ ■ i

in. I vehi • trill hard!)

-111. I!

hard thi

in win. h the) 1 \ 11t11.1l

. lush it\ 1- threatened the 1

. 0I01 teli I 1 •

I In- Saturday I
nearl) v '» million worth

vertiaii Lij

Look, in .11 1 . - '. million.

How w ill the) t

swer ma) lie in the cum

/ he Gallaghei />'< 7

sen ice f.>r advertising and puhlial
utives published in \> rw N ..1 .
Bernard P. Callaghi • I P01 trail
ol .1 ( ompetitoi in ["rouble* 1 - the
title of tin- report,

w 1 ile-: "\.-w and \ igorous -

promotion campaigns In the n
are in order. Strong point-: l.i-
memor) impai 1 ..f the printed ad;

audited 1 in illation : Bound advert
readership research; varied edit

product-. . . . / .' ifwuld

lx- made to •» , ll automoti\
an the value 0} magazine advertis-
ing." ^

TV lit Bie&vio-
otQj i nland Ca£I{jo > au€u

■

•Baau^MBa-TVa^ui^

Poul H. Roymer Co., Notional Representative

SfcNSOR • 4 MAY 1957

INVEST

DlDLARS

WHERE THEY BRING
LARGER DIVIDENDS

The latest NIELSEN SURVEY proves
that KTBS-TV, CHANNEL 3 gives you
more .... more TV homes ....
reaches more of these TV homes
MONTHLY and WEEKLY .... de-
livers more for your money.

316,400 HOMES in KTBS-TV AREA
give you a bonus of 31,900 homes over
Sta'ion B, according to A. C. Nielsen
Co., world's largest statistical and
ratirg organization.

157,980 TELEVISION HOMES in
KTBS-TV AREA, a bonus of 13,120
over Station B, is shown by the Nielsen
Survey.

136,860 HOMES REACHED MONTH-
LY by KTBS-TV, a bonus of 6,740 over
Station B, proven by Nielsen.

131,870 HOMES REACHED WEEKLY
by KTBS-TV, a bonus of 5,120 over
Station B is shown by Nielsen.

KTBS-TV with its maximum power is
the place to be ... . there's more
to see on Channel 3 . . . . and more
people see itl

KTBS*7l/

CHANNEL

SHREVEP0RT
LOUISIANA

E. NEWTON WRAY, President & Gen. Mgr.

NBC and ABC

Represented by

Edward Petry & Co., Inc.

Reps at work

Howard (Mac) McFadden, NBC Radio Spot Sales, thinks that
"some agencies are still setting up spot schedules by a national
formula, rather than on the basis of individual markets. A Wednes-
day-Thursday-Fridav schedule for a food advertiser in many markets
is fine — but elsewhere its effectiveness max he lost because the peak
shopping day in one market is
not necessarily the same as the
next." Mac points out that spot
radio can't he scheduled 1>\ a rigid
formula. Flexibility is its keynote;
the selection of markets is left to
the advertiser, who uses only those
which he needs. "He may hit
hard with saturation for a short
period or establish product or
service identification through long-
er association with a personality
or program. He knows his adver-
tising message and product impression can reach everyone, every-
where, every time of day and day of week. Starting and quitting
times, food and department store hours, automobile traffic peaks and
other important factors vary from market to market. No magic
formula can give the right answer for all markets, hut vour spot
sales rep can — especially if he has an active research department."

Raymond F. Henze, Jr., John H. Pearson. Inc.. New York, com-
ments: "Many clients are missing a large potential buying audience
by using an outmoded theorv of market selection. Frequently ad-
vertisers will choose cities for a campaign based upon their ranking
as a Standard Metropolitan Area. This method of evaluation

doesn't consider a station s total
coverage. There are a number of
situations where a tv station is lo-
cated in a small city but actually
covers several nearby small cities
all adding up to a very substantia
market. These areas frequently
have a total population much
greater than some cities or areas
ranking high in SMA. The SMA
will always be inaccurate for tv.
\( cording to the Bureau of the
Budget, an SMA is an integrated
social and economic unit with considerable contact between the cen-
tral citv and the remainder of the metropolitan area. But the impor-
tant common bond is tv coverage which applies to smaller citv groups
a- well as the Standard Metropolitan Area. A ranking method based
upon the number of tv homes within a station's sphere of influence
must be developed for buying accuracy and full advertising impact.

SPONSOR

4 may 1957

In the first rating taken since the station went on the air —

WRAL-TV WALKS OFF WITH 24 OUT OF 32 TOP SHOWS

It always looks easy for a champion! The Tar Heel- of North Carolina walked <»ll with the national
basketball championship. \nd WRAL-TV walked off with the Februarj WW> taken in R
jusl weeks alter it went on the air.

WRAL-TV has proved itself to be the mosl importanl television station in this pari ol the South.
ARB says it has twice the Raleigh-area audience as the next station copping 24 of the top 32 shows.

And watch the next ratings!

PICK A CHAMPION TO WIN!

CHANNEL

clinic

H-R Representatives, Inc.

RALEIGH

NORTH CAROLINA

fONSOR • 4 MAY 1951

There's Only One!

Of course, we know there is more
than one radio station in the
West... but the truth is, there's
only ONE that covers the West...
best! And you need only one to
reach — and sell — the entire West-
ern Market!

COVERAGE — Only one, KOA-Radio,
covers the big Western Market like the
big Western sky . ..reaching 3'2 million
Westerners in 302 counties of 12 states!

POWER — Only one, KOA-Radio, has
the big. 50,000-watt "voice of the West"
that Westerners have relied on for
over 32 years!

ACCEPTANCE — Only one, KOA-
Radio, by "personalizing" its program-
ming to suit Western tastes... along
with a fine lineup of NBC programs,
has established and maintained audi-
ence leadership throughout the West.

VALUE — Only one. KOA-Radio, is
the buy that best delivers more for
each advertising dollar spent, day and
night, seven days a week.

BONUS — Only one, KOA-Radio,
reaches and delivers the huge summer
audience of 12' ^ million tourists who
vacation an average of 8.8 days in the
Rocky Mountain Empire and spend
more than 650 million dollars! Wher-
ever tourists go in the West, they drive
all day with KOA!

PLUS — Only one, KOA-Radio, has the
magnetism that results in measurable
sales! Thousands of satisfied customers
agree that if it's told on KOA. ..it's
sold by KOA !

Call KOA Radio Sales or
NBC SPOT SALES

850 Kc
50,000 watts

5-S7

DENVER /^OC6

V0&?

One of America's great radio stations

Tv and radio
NEWSMAKERS

C. Wrede Petersmeyer has been elected
||^*A president ol Corinthian Broadcasting Corp.,

newly formed arm of J. H. Whitney & Co.
Corinthian will serve as the vehicle for
coordinating the management policies of
KOTV, Tulsa, KGUL-TV, Galveston, WISH
& WISH-TV, Indianapolis and WANE &
WANE-TV, Ft. Wayne. Petersmeyer. who
will direct operations from New York,
leaves Tulsa where he has been president of KOTV for the past three
years and also up to last November, general manager. In his new
position, Petersmeyer will continue to act as president of K( I I \
Inc. and the Indiana Broadcasting Corp. as well as chairman of the
executive committee of Gulf Television Corp. Other directors and
officers of Corinthian Broadcasting include: Walter N. Thayer, chair-
man of the board, and Robert F. Bryan, secretary and treasurer.

Thomas S. Carroll has been named mar-
keting manager of the household products
division at Colgate-Palmolive. The new
division was created during the company's
recent reorganization which divided domes-
tic operations into two sections, household
products and toilet articles. (See News
and Idea Wrap-Up, 27 April.) The house-
hold products division will be responsible

for all the company's soap and detergent products. As marketing
manager, Carroll will be in charge of advertising, sales promotion,
packaging, media, and all facets of marketing necessary to move the
divisions products to the consumer, with the exception of sales.
He will report to William T. Miller who is the newly appointed vice
president in charge of the household products division. Carroll
formerly acted as brand advertising manager for Colgate-Palmolive.

Neil Cline will join Henry I. Christal Co.
as manager of the representatives firms
Chicago office effective 6 May. For the past
five years, Cline has been station manager
of WHAS and WHAS-TV, Louisville, Ky.
Cline started his broadcasting career in
radio in 1938 as a member of the WHAS
staff. He left WHAS in 1946 to become
sales manager for KTBS. Shreveport, La.
Then in V)V) he returned to WHAS as sales director of the radio
station. He held this position for three years prior to taking charge
of \\ HAS and \\ H AS- 1A >ales operations. Other new appointments
at Christal include: Tom Klement, formerly of Shell Oil. now on
the New York sales staff; Robert Hund. who is being added to the
Detroit office: and Kirk Monroe, who will report to New l ork
prior to the opening of Christal's new \tlanta branch this summer.

SPONSOR

4 may 1957

PHONE HA 20277

WHEN

MEREDITH

SYRACUSE

RADIO CORP-

LO EW BUILDING, SYRA

CUSE 2, NEW YORK

^PeVclY WHEN Radio sales

«-* «ars &«« ~- sw ^ of

„ the station or Central L*-**^..

f ° r a?i a on-S personalities «ho have P
ability-

M on. «xa.ple of that f lUg J*J.|
^.secoga oo-|«lal for

Sat'one apot, *ree be

nd Kay on our sales

■« that v.^ r ^^ynS , «?li« r S^ "
staff h0 * *r uoitate Me« Vork. Call
SS'-l" sL'Kn onager, for their

Cordially*

O^L

Q^U^>

Paul Adanti
Vice President

^^^T&WS^Stf^

GARDENS AND SUCCESS*

Ul FARMING MAGAZINES

- . ■

- ..»-

*£&£$;*

MEREDITH STATIONS

KCMO and KCMO-TV,Kansas City • KPHO and KPHO-TV, Phoe nix
WOW and WOW-TV,Omaha • WHEN and WH EN-TV, Syracu fe

?ON:»OR

4 may 1957

SPONSOR

What spot radio needs now

Spot radio today faces tougher competition from network
radio than at any time in the post-tv era. The networks have
made vast strides, following spot's own lead, and today it's
apparent that some of the dollars going into net radio would
have gone to spot in previous seasons.

Now what's spot going to do about it?

SPONSOR, which was confident that radio had a big future
(and said so repeatedly) back in the days when many were
content to accept its decline, is no less confident today
about spot's continued growth. But what spot must do is
redouble its efforts to achieve the full stature as an advertis-
ing medium which it still lacks today.

Network radio's progress can prove beneficial for spot
radio if it serves to stimulate spot's salesmen. They have a
tremendous story to tell. It's because of the success of ad-
vertisers in spot radio, after all, that network radio has been
able to reinterest national advertisers. But spot's sellers must
continue to marshal the facts about their medium and dig
still deeper for the kind of documentation the advertiser
needs and expects.

Naturally spot and network radio will continue to compete
hard, fighting for the business of existing radio clients. What
is more important for the growth of both is that radio at-
tract new advertiser- as well.

Fred Gamble, president of the 4 A's, said at the associa-
tion's annual meeting last week that the $10 billion expended
for advertising in 1956 was likely to increase 5 to 10% thi>
year. Radio will not get its full share of this growth by en-
gaging in an intra-mural tug of war for the same clients.
Network and spot radio salesmen both must bring back more
old radio clients and find completely new ones.

This is the right time, too, for sellers to get on with
the job of making spot radio (and tv as well) easier to buy.
Streamlining of paperwork: figures on what each company
spend- in the medium; fast coordination between station and
rep — these are all more important today as network radio
stc])> up the competitive pace.

this WE FIGHT FOR: Net tv programing
for fall shows no freshness, too much trend-
riding. \dtnen today have more say in network
programing and should fight for new ideas.
They suffer fust when audiences lose interest.

;;i

lO-SECOND SPOTS

View: Tv Guide reports that the ex-
ecutive windows in the new NBC build-
ing in Burhank, Cal., look out on a
hospital on one side and a cemetery on
the other. So quiet you can almost
hear a rating drop.

Heading from Variety —
ABC Won't Let a Horse Talk
Us horses demand equal time!

Premium: Two box tops from Kel-
logg's Sugar Frosted Flakes and 50(
will get sonny a submachine squirt gun
that holds a half-pint of water and is
accurate up to 20 feet. Parents, head
for the hills!

Crave matter: The Hollywood Casket
Co. furnishes all tv and movie com-
panies with caskets, gratis, where
scripts call for funerals. Hope they
have a good supply of plain pine boxes
for the adult Western trend.

Our British cousins: i 1 i \n English
version of \BC TV's Tic Tac Dough
will be called Naughts and Crosses.
(2) In this land where toilets are
called "conveniences."' a cop\ writing
war was recently waged between two
manufacturers of lavatory cisterns,
Shires & Co. vs. Fordham Pressings
Ltd. The former's slogan. "Made by
Shires — for \our convenience. was
promptly countered by "Flushed with
success — by Fordham."'

Buzz: In its drive for mosquito con-
trol. WDGY. Minneapolis, has adopted
a reverse twist by urging listeners to
take part in building a monument to
The Unknown Mosquito of Minnesota.
That's putting the bite in public serv-
ice programing.

Switch: KOPO-TV, Tucson, is chang-
ing its call letters to KOLD-TV on 1
May. KOLD-TV will continue to be
associated with its sister operation, in
Phoenix, KOOL-TV. Brrrrrrrr.

Lineup: Cleveland Police Chief Frank
\\ . Storj reports that Stephen Thomas,
an alleged bank robber, surrendered
within 36 hours after learning in In-
dianapolis that he had been seen on a
Douglas Edwards CBS TV show hold-
ing up a Cleveland bank. Crime pays
even less since tv.

Help wanted: From Veu' ) ork Times

RFC I. IT S6C

"PRETH BABY"

is needed to greet tv celebrities on

Madison Ave. . . .

Tall: about "bait" advertising.

SPONSOR

4 MAY 1951

WATCH WTCN-TV

...where BIG things are happening!

We've just enlarged our trophy room...

Had to, to make room for the two newest awards won by \VT( N -TV and
WTCN-TV personalities. This time, from the Twin Cities branch of AFTHA. to
Frank Siefert, (left above), the award for the outstanding Master of Ceremonies on TV,
and to Frank Buetel (right above \ the award for Best Sportscaster for TV.
We mention these awards with due modesty. After all, haven't we been saying
"Watch WTCN-TV, where BIG things are happening"? Gel the sales
reward these awards can bring you. Contact
your Katz representative today!

WTCN-TV

MINNEAPOLIS -ST. PAUL
ABC Network - 316,000 watts

Represented Nationally by the Katz Agency, Inc. Affiliated with WFDF,
Flint; WOOD AM & TV, Grand Rapids, WFBM AM & TV, Indianapolis.

We Tried
But We Failed!

The Senator's goal is 50% of the audience
in the big four station Sacramento
Television Market.

The February ARB gives KCRA-TV

49.1^

Sign-on
to Sign-off
Sunday to
Saturday*

This is more audience than the CBS
and ABC stations combined.

But the Senator's hard to please.

To attract the most audience, the Senator
controls more feature film than all other
Sacramento Stations combined: all Columbia
feature film packages: 80% of 20th
Century-Fox and 75% of Warner Bros.

On top of this, he has 1 2 out of the first 1 5
syndicated shows and such choice properties
as "Silent Service." "Sheriff of Cochise"
and "Annie Oakley."

Edward Petry's men can tell you
how your clients will enjoy the ride
to dominance with the Senator.

^ Maybe next time.

K Ask Retry About The Highest Rated NBC Station in the West!

C L <

Serving 28 Northern California and Nevada Counties

SACRAMENTO, CALIFORNIA

30 n

/ ' Y

THE WEEKLY MAGAZINE TV/ R

ADVERTISERS USE

"Understand there's
never a dull moment

for advertisers,
either."

tf of these 5 important markets . . .

r time is a good time with the Storz Station.

1IEAP0US-ST. PAUL . . . with WDCY.
1957 Nielsen shows WDGY firsl NS1

u.-ti p.m.. Mou. -Sat. i Latest Trendex

M'DGY first all day. Latesl Hooper and

t 'ulse have WDGY first every afternoon

you're working with up-to-date data

■ Twin Cities. See John Blair or WDGY

S" 'vo Lahunski.

MA . . . with KOWH. Now in its sixth

■ first place dominance. First on latesl

■ nil Trendex. First in 24ii of 264 Pulse
quarter-hours. Contact Adam Young

K< »\V1I Ceneral Manager Virgil Sharpe.

kS CITY . . . with WHB. First per
first per Area Nielsen, firsl per Pulse,

Trendex. >7',' renewal rate among

Kansas city's biggesl advertise!- .. dy-

namic sales pow.r See John Blair or WHB
i CM ( ieorge W Armsl rong.

NEW ORLEANS . . . with WTIX. Month

month WTIX maintains or wid - ts first
place position in New Orleans listening,
on Pulse 6 a.m.-ti p.m., Mou I '• \
per latesl Hoopi r m Young i

WTIX c.M Fred B< thelson

MIAMI . . with WQAM. \\ iiy out front.

More thai I be audienci

tion, per latesl Hooper. Now Pulse joins H

and Trendex in agreement : All th

WQAM firsl -all day: - !m Blair, or

WQAM GM Jack Sandler.

TODD STORZ.

President

HOW COMPTON
LAUNCHED
PRODUCT "X"

W li.it i- tin- roll
agei irketing

parUnent? 'Iln-
bistor) tbo

m.irk<-l

other ien i' ••- i on

Page 29

Evergreen's
farm tv
exclusive

Page 3*

Are funny radio
commercials
right for you?

Page 37

TV BASICS:
costs, ratings
programing

Page 41

FIRST NEW RADIO STATION
IN NEW YORK IN 14 YEARS

1330 KC-THE NEW SOUND FOR NEW YORK

with a hard-hitting new concept in programming — planned to
produce new sales for advertisers in the world's largest market

H. SCOTT KILLGORE, President & General Manager
A Tele-Broadcasters Station • 41 East 42nd St. • N. Y. 17, N. Y. • MUrray Hill 7-8436

KALI Pasadena, L. A. • WPOP Hartford, Conn. • KUDL Kansas City, Mo. • WKXV Knoxville, Tenn.

WE'RE THE

HIGHEST

COMMON DOMINATOR

THAT

THAT'S

It's common for WBT to dominate, but thanks to Henxj
Clay oi K.WKH, Shreveport, Louisiana, who had the con
test, to the contestants who had the curiosity, and to Nielsen,

who had the confirmation, now we know :

WBT

RADIO is one of the top three

metropolitan stations in the nation in margins of weekl)
audience superiority over its next home-count) competitor
both locally and in total audience reached.

These margins of superiority are leads oi 72.? f f in home-
county audience and of X94.9% in stations total homes
reached weekly.

This type of dominance is a common occurrence in \\ B I
history, ancient and modern. First licensed broadcasting
station in the Southeast. 50. (MM) watt WBT today, in its 36th
year, also has the largest share-of-audience I Pulse) in Char-
lotte, morning, afternoon and evening, Mondaj through
Friday, the biggest stable of talent, the brightest showcase
of awards, including a 1957 Ohio State in short, the big-
time radio operation in its rich area. It will be common tor
you to dominate, too, if you're on W B I .

WBT

RADIO - Charlotte

Colossus of the Carolinas

Jefferson Standard Broadcasting Company

Represented Nationally h\ CBS Radio Spot Sales

I SPONSOR • 11 MAY 1957

11 May 1957 • Vol. II. Vo. 19

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

DIGEST OF ARTICLES

How Compton launched Product' X

29 m'iinmmi traces development of marketing strategy and t\ campaign
for new product to show how marketing relates to other agency services

CE wows a community with music

33 ^ frankly commercial p.r. '•hum. "Kentucky" draws response in letters,
compliments and plenty of good will for new General Electric plant

Evergreen's farm tv exclusive

34 This feed company buys the entire farm activities of an Oklahoma sta-
tion, builds shows, retail contacts and commercials on two farm experts

Should you get on the comedy commercial bandwagon?

37 Creativity of radio copy has undergone an upsurge of great vitality
with humor emerging as the strongest element. Should you tie in?

Tv basics

4X This month's Comparagraph features programing costs, how competing
clients compare, alphabetical program index and spot television basics

FEATURES

18 Agency Ad Libs
62 Agency Profile
24 49th and Madison
61 New and Renew
70 News & Idea Wrap-Up

S Newsmaker of the Week
88 Reps at Work
58 Sponsor Asks

84 Sponsor Hears
9 Sponsor-Scope
92 Sponsor Speaks
66 Spot Buys
92 Ten Second Spots
16 Timebuyers at Work
90 Tv and Radio Newsmakers
81 Washington Week
22 WOmen's Week

In Next Week's Issue

How to promote a contest with saturation radio

Using 300 announcement^ in four weeks on one station, Englander, a
mattress company, made this San Francisco contest-promotion pay off

The timebuyer team

A del ounl ol who does whal as a team at Cunningham & Walsh

launches thl Texaco "tower of power" campaign

Editor and Publisher

Norman R. Glenn

Secretary-Treasurer

Elaine Couper Glenn

VP— Assistant Publisher

Bernard Piatt

General Manager

Arch L. Madsen

EDITORIAL DEPARTMENT

Executive Editor

Miles David

News Editor

Ben Bodec

Senior Editors

Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch

Assistant Editors

Joan W. Holland
Jack Lindrup
Betty Van Arsdel

Contributing Editors

Bob Foreman
Joe Csida

Art Editor

Phil Franznick

Production Editor

Erwin Ephron

ADVERTISING DEPARTMENT
VP— Advertising Director

Arnold Alpert

New York Manager

Charles W. Godwin

Western Manager

Edwin D. Cooper

Southern Manager

Herb Martin

Production Manager

Jean L. Engel

Advertising Staff

Jane E. Perry
George Becker

Administrative Coordinator

Catherine Scott Rose

Administrative Staff

Octavia Engros

M. Therese McHugh

Circulation Department

Seymour Weber
Beryl Bynoe
Emily Cutillo

Accounting Department

Laura Oken

Laura Datre

Readers' Service

Betty Rosenfeld

Member of Business Publications
Audit of Circulations Inc.

SPONSOR PUBLICATIONS INC.

combined with TV. Executive, Editorial, Circu-
lation and Advertising Offices: 40 E. 49th St.
(49th & Madisen) New York 17, N. Y. Tele-
phone: MUrray Hill 8-2772. Chicago Office:
161 E. Crand Ave. Phone: Superior 7-9863. Los
Angeles Office: 6087 Sunset Boulevard. Phone:
Hollywood 4-8089. Printing Office: 3110 Elm
Ave., Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign $11. Sin-
gle copies 40c. Printed in U.S.A. Address all
correspondence to 40 E. 49th St., N. Y. 17.
N. Y. MUrray Hill 8-2772. Published weekly by
SPONSOR Publications Inc. Entered as 2nd class
matter on 29 January 1948 at the Baltimore
postoffice under the Act of 3 March 1879.

Sponsor Publications Inc.

Get more than %!

(of Iowa's Food Sales Potential)

WHO gives you Iowa's
Metropolitan Areas (V3 of Food Sales)
. . . PLUS THE REMAINDER OF IOWA!

Iowa's six Metropolitan Areas, all

combined, do 37.5% of the State's

Food Sales. The rest of Iowa accounts

for a whopping 62.5%!

You can buy a number of Iowa radio stations and
get good coverage of individual Metropolitan Areas —
but WHO gives you high coverage of ALL Metro-
politan Areas, plus practically all the REMAINDER
of Iowa, too!

FREE MERCHANDISING!

WHO Radio maintains one of the nations most com-
prehensive and successful FREE merchandising services
in 3^0 high-volume grocery stores for FOOD adver-
tisers who buy S300 gross time per week; in 250 high-
volume drug stores for DRUG advertisers who buj
$250 per week. (A $200 Food plan is also available.)
Ask us — or PGW — for all the facts!

WHO Radio is pan of

Central Broadcasting Company.

which also owns and operates

WHO-TV, Des Moines

WOC-TV, Davenport

S.ou. C.iy - ■

P., Mom.. — II IV-
Dubuqw. — 3 1".

M-CMm — lot - .
C.do> »op.d« — 3 ?••
W.I.-I.. —

REMAINDER
OF IOWA

62.5%!

IOWA FOOD SALES

1956 Consumer Market Figures

WHO

for Iowa PLUS !

Des Moines . . . 50,000 Watts

Col. H. J. Palmer, President

P. A. Loyet, Resident Manager
Robert H. Harter. Sales Manager

Peters, Griffin. Woodward, Inc.,
National Represt iitatit < i

I'ONSOR

11 MAY 1957

Already fW in Dallas- ft Worth.

Here are the stations . . . check the score!! Area surveyed . . . Dallas-Fort Worth 43-county area

MONDAY TO FRIDAY

Stations

KL'IF-KFJZ

Network Station A (CBS)

Network Station B (NBC)

Network Station C (ABC)

Network Station D (Mut )

Independent Station 'A'

Independent Station B

Independent Station C

Independent Station D

Independent Station 'E'

Independent Station T
Miscellaneous
Total Percentage
Homes Using Radio

6 a.m. - 1 2 Noon - 6 p.m. •
12 Noon 6 p.m. 12 Mid.

30
1

100
26.3

100
27

100
21.3

No wonderKLIF-KFJZ in combination is the choice of national spot buyers . . .EVERYWHERE I

Strengthen your position in the fast-growing key market of the
Southwest. Call your nearest John Blair office for current data
and availabilities on KLIF-KFJZ.

A Pulse Area Report —

Dallas-Fort Worth

43-County Area, February. 1957

JOHN BLAIR & CO* representative*

KLI F/2104 JACKSON ST. • DALLAS 1, TEXAS KFJZ /4801 WEST FREEWAY • FORT WORTH, TEXAS

SPONSOR • 11 MAY 1957

v \ • , J A

the week

The news: To mark the second annual Motional Radio II eek,
.") through 1 1 \la\. R //>' i executive team has taken to the hustin
proclaim the gospel. During tu<> weeks oj speechmaking president
K- in Sweeney, vice-president-general manager John Hardest) ami
vice-president-promotion director Sherril Taylor will aim theii \ln>t\
at the >!>', increase in business the) think radio ran get in I

The newsmaker: Kevin Sweeney, I! \l>- -;il<- fireball and
the radio industry'9 chief promoter to admen, look- ;ii National
Radio Week with feelings ol satisfaction mixed with more than .1
pinch ol dissatisfaction, ["he satisfaction derives from the wa) radio
Btations have employed K \H material created for M!\\ . which is
sponsored !>\ RAB, NARTB, Radio-Electronic-Television Manufac-
turers \— n. and National Appliance and Radio-T^ Dealers Vssn.
Unong the hundreds of stations who tie in with \l!\\. about 1 < m >
wenl all out with saturation techniques in 1956. Sweene) expects
the saturation boys to number
double that figure this \ear.

The dissatisfaction is with the
promotional support N l\\\ doesn t
gd from other segments of the
industry, particular!) the radio set
manufacturers. "Radio manufac-
turers have done little to sell sets,"
Sweene) said. "If people l>u\ 14
million sets a year without pro-
motion, what would the) buy if
the) were promoted?"

To do their share of promoting,
the team of Sweeney, Hardest) and

ray lor will log more than 20,000 miles and -peak in II cities to
audiences estimated at more than 1,000 (all admen 1.

I! \l> spearheads the M!\\ observance at a peak in its promotional
activities, with a sale- -tatT practically double that of last year and
a budget approaching the annual rate of 1900,000. But, Sw«
points out, H \H i- -till doing a missionar) job. I he a< • omplishments
of which Sweene) i- the proudest these days are not the cases w :
RAB has convinced radio advertisers to spend more in radio, but
the cases where advertisers whose radio investment wa- nil and arc
now spending three, eight or IV , in the medium.

\-ide from the pleasure in winning over client- who didn't even
know radio existed. Sweene) gets hi- kicks from the growing
variety of advertisers and the freeing of radio from a small group
of major advertisers who can call the tune on l>L ^

tin Stvi

SPONSOR

11 MAY 1957

mrwrnmum

There n a GREATER SALT
LAKE available only to

KSL Radio clients It s 1 11
counties m eight western
states where KSL is the

buy-word when it comes
to believobility It s a n-
oreo of 1617 200 people
more than Pittsburgh or
Clevelond It s a composite
of booming metropolitan
areas and bustling smoll
towns where people ore Sold
on KSL Radio

(Tfu

,..-

I A

Effective June I. TOD W-HOME-TONIGHT's gill edged Dividend Participation
Plan gives you new extra value at no additional <<>m Now you can earn dividend
announcements by buying as few as 6 participations in summer, 12 in othei *

For example, this summer (June 1 —September 6) an ordei l"i 20 1 II I participa-
tions gives you 10 additional free. Here's the n>\t breakdown for :(<> announcements:

bon

CURREN1 COS!
(NO DIVIDEND)

NEW COS!

(with dividi nd)

PER 1' \K 1 It I1'\I Ion

TODAY

$174,690

$116,460

$3,882

HOME

$246,540

$164,360

S5.479

TONIGHT

$217,440

$144,960

$4,832

Based an lull network basic lineups TOD M H

n\u <- / tmem

With the recent 20% time cosi reduction Foi lul>\Y participate

Friday, 7-9 VM) and this new Dividend Participation Plan, III I

of a blue-chip \>u) than ever Get the details from youi NB( x :i\c.

TELEVISION NETWORK

This one television station

delivers four standard

metropolitan area markets plus

• 917,320 TV sets

• 1,015,655 families

• 3V2 million people

• $3% billion retail sales

• $6V£ billion annual income

WGALTV

LANCASTER, PENNA.
NBC and CBS

STEINMAN STATION . Clair McCollough, Pres.

Jtepresentofive:

The MEEKER Company, Inc.

New York Chicago

Cos Angeles San Francisco

CHANNEL 8 MULTI-CITY MARKET

be"E»so

Most liglliflcfUti tv urul railm

ntWt "f llif ur,k uilli inlrrprrtatian

in depth jar /<im readm

SPONSOR-SCOPE

II MAY

CavyrliM IM7
•PONSOK PUBLICATIONS INC.

Impact aote: Here's why ■ recording company i- leaning ma album <>i adver-
tisers' jingles:

roda) - kid- often become addicts <»f singing commercials befon the) learn nui

rh\ mes.

I lie feature film as an article of t\ commerce is headed for it- first big economii !
ache: How to keep from pricing the post-1948 product out of the market.

\ simple dose of aspirin isn't going in work when you consider that:

• The studios are committed to paj S\(, 3.V ; of tin- <;ross on .ill -alt-- <-f j
I'M:: features.

• 'I he pyramiding doesn't stop there, because tin- salesman collects hi- l<>', com-
mission on the gross sale. Hence a film that theoretical!) would sell for |100 actually
has to sell for si 18.50.

• Feature ratings have been leveling off. Station- ahead) an- ha\in_' a ton
justifying their late evening rates — especialK where two 01 three are bucking each other \% ith
celluloid simultaneously.

Some station men predict that on the basis of costs \-. potential ratings it *ill 1"'
sounder in the long run to continue using pre- 1 '> 18 product*

Meanwhile Kaiser Aluminum ami Exquisite Form Ilrassiere. Inc.. figured tin-
week in negotiatitons for the sponsorship of post-1950 films.

Both advertisers are after United Artists' product.

EXQUISITE'S PLAN: The licensing of 26 l'\ films for two years at a flat $4 mil-
lion, exclusive of print costs. The campaign would be handled bj the Grej agency for spot
placement.

KAISER'S PLAN: Scheduling a combination of UA and 20th Century-Fox feeturt
ABC TV from 7:30 to 9:30 Sundaj nights. Masterminding the deal is Peter Levathes, v.p.
in charge of media at Y&R. Estimated cost of the campaign for features and time: -
million.

It may sound like heresy to Hollywood, but the question being raised more and
more on Madison Avenue is: What's the good of pilots? Here's why:

• Over 65% of the sponsored failures this Beason were bought from pilots.

• As a cushion against a had guess, the pilot allegedly offers no advantage <>\rr the so-
phisticated agencyman's appraisal of a shoe's prospects on paper.

• Anyway, it takes 13 weeks for a show to shake down, and within that
you should be able to prove it- possibilities, regardless of a pilot.

Nevertheless Hollywood's tv film mills are grinding out pilots like MUSI
Leo Burnett's L.A. office says it has counted 1 7« new pilots either completed or in
duction. They include:

Anthologies, specialties, documentaries. 7th westerns, 10; situation comedies Ken-

ture shows. 20: musical. 15: and juvenile appeal. 8.

Estimated cost for turning out the-e 178 jobs: Over |5 million.

SPONSOR • 11 MAY 1957

SPONSOR-SCOPE continued

II you plan to sponsor a dramatic series on Iv lliis fall, you ought to know about
the advantages and disadvantages you'll run into from the publicity point of view.

Uter talking to some agencies on that subject this week. SPONSOR-SCOPE got these
li|>~. hints, and opinions:

1) A filmed show usualh i- reviewed hut once or twice a season, while live drama
ma) get as man) as 40 newspaper reviews throughout the country.

2 1 The average live dramatic show can figure on 25 reviews per broadcast.

.'! i Critics' reactions, broadly speaking, run 50% favorable and 50% otherwise.

I) The major headache emerging from this welter of attention often is a ery of an-
guish from some smaller distributor, citing a bad local review and asking how he can
be expected to sell the product after this sort of panning.

V woman statistician in Texas has come up with her own version of how to
count tv homes in the Lone Star state.

Her plan is to get from the State Bureau of Taxation the names of those who have
paid an excise tax on tv sets, compute ownership from this b) count) and sell the data
to Texas tv stations.

The stations, in turn, could apply the figures to their own coverage areas.

The statistician — LaNell Smallwood — calls her service Texas Television Report. She
operates out of Austin.

Radio and tv accounted for 27% of the $4-78 million spent in 1956 by Ameri-
can firms for media outside the U.S.

A survey by the International Advertising Association shows that radio got 22^ : tv.
.">' < : newspapers. 11 '< : and foreign magazines and trade journals. 24%.

The average boost in daytime spot radio rates in markets of over 100.000
population was around 10% during the past year.

This information is included in a survey of station rates that the SRA has just completed
for the Kudner agency.

A comparison of the one-time highest one-minute rate from April 195G to April
1957 in the survey's top three population groups shows:

NO.MARKETS POPULATION vm

41 500,000 and over % 1.771

47 250,000 to 499,999 780

92 100,000 to 249,999 1,048

Best Foods is switching its marketing and advertising plans for Nucoa.

As a first step in experimenting with a new marketing formula, the margarine packer
has canceled the Galen Drake Show on ABC TV (the remainder of the contract was set-
tled with a cash pa) ment I .

The next step will be to test three or four basic sales approaches this summer in
widelv divergent areas via the Guild, Bascom & Bonfigli agency.

The Housewives' Protective League — a CBS service subsidiary — this week in-
dicated that grocery chains and department stores are taboo as clients.

This policy takes into account that:

1) National brands are HPL's best customers, chains too often have divided loy-
alties because of their own private brands.

2) An HPL personality can move freely in bis personal appearances only so long as
he has no obligations to any particidar point-of-sale sites.

10 SPONSOR • 11 MAY 1957

1957

INCREASE

81.922

8.5',

877

12.59!

1.053

0.-1 ',

SPONSOR-SCOPE continued

Two weeks ago, SPONSOR-SCOP] reported (27 IprilJ that thi complexitim ol spot
were causing some resentment in agenc] circles, thai the -|">t fraternit) was pre]
cope with this fire, and thai "SPONSOR will keep you informed. , I In- week then
was the following to report i

Two agencies thai have found ways of making -pot paperwork faster and sim-
pler are Morey, Hnmm A Warwick, Inc. and < unningham A Walsh, rheii im

lion-:

MJFI&Ws PAYMENT SYSTEMt Instead of mailing a lull .,i the end -.f the month,
a Btation ill inserts it- invoice in an envelope bank draft on the agency, and

i.'}| completes the face of the draft l>\ writing the name of tin- station ami the smounl of the
invoice. The draft i- handled through regular banking channels i- i caafa item,

(XFS CONTRACT-CONFIRMATIOIN PROCEDURE] \-

firms a schedule, he sends tin- agency three copies of tin- confirmation.
signatured cop) is mailed right back to him. making tin- confirmation a contract,
added advantage: The chances of schedule revisions are eliminated.

i For more on C&Ws updated spol methods see "The timebuying team," I •"■ Maj spo;
al-o see "'Let's cut -pot's paper maze," 2 March sponsor.)

Latot episode in the growing controversy ovei trading time foi t: idam Young,
Inc., is refusing to accept commissions from barter time sold In NTA in connection
with its feature film network.

Young explains his action this waj :

"Regardless of how other reps ma\ fed about taking \l \- money, I think I would
put myself in a bad light by accepting commissions from a competitor.

"These harter deals are snowballing, and I think that, among others, the fvB
to itself to take a strong stand on the i^Mie."

CBS Radio ibis Meek wrapped up its spectacular S5.5-millinu (gross) dial
with Ford to the accompaniment of much headline fanfare

With discounts, tbe net income from the 52-week a g reeme n t - five houi

programing per day, se\en days a week I will come to £1.2 million.

(For more detail-, see 27 \pril and 1 \l;n SPONSOR-S( 0P1

NBC Radio quietly, but steadily, is moving onward ami upward.
It hasn't had a sensational haul, such as CBS gol in Ford, but it to sign

hast SoOO.OOO worth of business each week.

The latest hatch of new NBC Radio contracts includes:

• California Packing: 2(> weeks of a quarter -hare of News < >„ the Houi I

• Plough Chemical: 20 participations a week on Monitor ($110,00

• General Foods (Jell-O) : oil six-second participations in Bandstand and Truth I
sequences iS130.0001.

• 20th Centurv-Fo\: S40.000 worth of participations in Monh*
period for the exploitation of Rernardine.

Tbe light-touch radio commercial a real favorite latel) has an enticing

rj?

nomic advantage as well as a catch] change ol \ia<<-:

With humorous chatter replacing mu^i<\ the advertiser can save from 1500 np in
talent and production costs per spot.

i See "Should you eel on radio*- comedy commercial bandwaj

United Artists expects t<> gross at least $12 million from tin- -ah- ot it- fea-
tures to tv in 1957.

In 1956, l"\ got $2.5 million from the medium.

SPONSOR • L MAY 1957

SPONSOR-SCOPE continued

Like the Kentucky Derby, the $6-milIion Pabst account went to something of
a darkhorse in the meet — Norman, Craig & Kummel.

Curiously, another New York agency previously had just passed up an opportunity to
bid for the business because it felt it wasn't quite ready to handle it.

Look for a record concentration of money in the air media by advertisers with
Christmas gift products.

Indications are that they will do their shopping earlier than ever.
Some already have inquired from year-around tv network customers about the possi-
bility of buying into their programs during the pre-holiday weeks.

Ronson Shaver is spending $1.5 million on NBC TV news as part of its air
campaign for the Christmas buyer.

The package consists of 37 programs, spread from September through mid-Decem-
ber.

There will be two feeds: The first at 6:45 p.m. and the other (at 7:15 I for Midwest and
tardy Eastern outlets.

A fair number of network tv prospects will hold off their fall program de-
cisions until June or July.

Causes for the delay:

• They aren't impressed with the shows on the market thus far.

• The networks, especially CBS TV, likewise have been rejecting properties on the ground
they're shopworn.

• Hollywood is unwrapping a batch of new pilots that advertisers are anxious to see be-
fore buying.

(See News Wrap-up under Networks for a list of programs set by advertisers during the
past week.)

American Tobacco's heavy barrage in behalf of its Hit Parade filter brand
hasn't yet begun to soften up the customers enough.

Both sales and earnings for the first quarter were below the year before:

Sales dropped from $251 million to $245 million and earnings from $11.3 million to

$10.1 million.

Competitors estimate that the initial ad investment in Hit Parade already has

passed the $15-million mark.

General David Sarnoff, in commenting on RCA's earnings for the initial quar-
ter, reasserted his abiding faith in color tv this week.

Said he: Profit margins on sales of black-and-white sets now are low or even non-
existent. But there's nothing wrong with the tv industry that can't be cured by color. Ob-
stacles to color are being "overcome one by one and day by day."

Record-breaking sales gave RCA $295,773,000 for the quarter, 8% over the first three
months of 1956. Net profits after taxes were S12.8 million — up $83,000.

Westinghouse Broadcasting completed its allowable quota of tv stations with
the purchase of WAAM-TV, Baltimore, this week.

The deal involves an exchange of stock amounting to about $4.4 million.

For other news coverage in this issue, see Newsmaker of the Week, page 5; New
and Renew, page 61; Spot Buys, page 66; News and Idea Wrap-Up, page 70; Washington
Week, page 81; sponsor Hears, page 84; and Tv and Radio Newsmakers, page 90.

SPONSOR

11 MAY 1957

Thi% time we got help. Our 1,450' above- average- terrain tower is on the

We've always cherished the idea that you don't have to rattle your tonsils
to prove your worth. Take a look at the Sphinx. She's been sitting pretty for hundred
years, without ever opening her mouth. And why do you think Mona Lisa made out bo good?

When we placed our hot new submarine-adventure series, "The Silent
Service," into TV syndication, we said to ourselves: "Okay. We want to spread the word to the
far corners of the land. But do we have to scream our heads off? Do we have to announce a
new series with the usual 4-color foldouts, pushups, pullouts. Maybe even hydrogen fallouts?"

"Up your periscopes, fellows! Take another look around," we told ourseh
"Maybe it isn't always possible in every line of business, but wouldn't it be ni
build sales volume without noise volume?" We gave ourselves a fast and resoundii

So we launched our seagoing series without a big splash. We didn't break
a bottle of champagne over its prow in the trade press. We drank the champagi I we let

CNP's prime product, created exclusively for local, regional and spot advert!- r it-

self. We discovered that if you really have something to say. they'll listen to you. Even if

Whisper it. Like this: In less than one short month. "The • rvice" has been sold in more than 75 markets, including

17 of the 25 largest population centers in the United Statos. NBC TELEVISION FILMS

h division of CALIFORNIA NATIONAL PRODUCT!'

CASE HISTORY— SUPERMARKETS

It- no secrel that fresh produce sales have
hen weakening as fasi a- frozen and canned

I I- have been strengthening. Except, that

i-. in the 26 Los Angeles supermarkets of
Von's (Grocery Company, where the down-
grade slowed in 1955, reversed itself with a
slight uptrend in 1956, and is continuing
firm in 1957.

Substantially responsible for the counter-
trend are the trio pictured above, creators
of \ on's produce department'- 5-vear-old
daily radio program HOMEMAKERS
NEWS: Margee Phillips, KBIG write,: \.
If. Bolstad, Von's produce supervisor; and
Alan Lisser, KBIG program director, who
narrates the five-minute feature of fruit and
vegetable information and practical food
helps.

"Fresh produce is one area where a store
can create a personality for itself . . . some-
thing impossible in standardized brand
label departments" says "Buzz"' Bolstad.
"Our company has gone to great length- to
build that personality in each Von"s market,
and our KBlG show enables us to translate
it as an image in thousands of consumer
minds.

"Tests of HOMEMAKERS NEWS have in-
cluded offers of cooking booklets, in which
demand invariably exceeds supply; sales
check-, in which promoted items have risen
from 20% to 32 f 7 : and a giftbag offer in
which a supply of 25,000 was quickly ex-
hausted.''

Your Weed man is a prime source of other
case histories to help your evaluation of

Southern California radio.

KBIG

The Calalina Station
10.000 Walts

JOHN POOLE BROADCASTING CO.

6540 6unset Blvd.. Los Angeles 28. California
Telephone: Hollywood 3-320S

Nat. Rep. WEED and Company

Timebuyers
at work

Bill Abrams, SSCB, New York, timebuyer for Rise and Blue Coal,
comments tliat buyers must careful!) appraise special purchases such
as pre- and post-game sports shows in which a sports celebrih is
interviewed. For the best buy, these factors must he considered:
I I i Ratings. "We try to secure more than one day's or one week's
rating. In reviewing many pre-
and post-game availabilities, we
found that rating histories are
often spottv and limited to only a
few events for the season. These
figures are not necessarily repre-
sentative, of course, and often give
the buyer an inaccurate picture of
the show r 's real value. I 2 I Com-
petitive programing. "A man can
select his own baseball game to go
to, but he can't alwavs select the
television show he'd like to watch
if a competing show appeals to his wife and family. l3i The local
personality. '"Be sure he knows how to handle sports celebrities and
talks the language of sports. Some local announcers are neither
equipped bv personalitv and/or background to competently conduct
such a show. I 4 I Attendance records and team standing. "These are
an excellent measure of interest and lo\altv to the home team.'

George Huelser, Maxon Inc., New York, timebuyer for G.E.s
electronic equipment, comments: "All advertisers seek large audi-
ences and low-cost-per-l.OOO's. But these C/P/M s must be converted
into the advertisers target, whether it be men. women, teen-agers,
children, etc. The next major consideration is the turn-over factor.

You must know how many of the
gross impressions on vour market
are unduplicated and what propor-
tion makes up frequency of im-
pression. Also, an advertiser's
( P M on a i umulative basis ma\
be prohibitive and on a gross basis

may appear exciting. Non-dupli-
cation, of course, is of varying im-
portance depending upon the prod-
uct. Generally, the low cost, long
life product — provided onlv one
can be used at a time — must have
a large cumulative base even at sacrifice of frequencv. The cigar-
ette advertiser could live with small net audiences and great fre-
quency, whereas anything hut a large net audience would he deadly
to a three-month sha\e halm advertiser. By the same token, the
cigarette's targeted C/P/M must always he on a gross basis, whereas
the shave balm - must he good on both a net and a gross basis."

SPONSOR

11 MAY 1957

A & P Tea Co.

Ford Deal'

Adam, Melrum & Anderson

Aladdin Car,

Glcimur Produ

Margarine

ton

Amoco

Greyhound Co

Anacin

Half & Half Tobacco

«■!

^P^

■ Hometown Br-

« Honig Jew.

^«^

4Li

3ay

Household Fine

E. Clark Bennett

Milton H. Hub

n-Graham

Ice Capci'

vay Stc

"1 _L

Products

■JLv

^>» ■■ I^"%> ■» ■■ 4>

^#u*t

Brown Motor So

r ril n

Buff.

'•o| III 1

r— ?

JL Xiv^y W4. -L

Buffalo Industrial Bank

national Harvi

Buffalo Raceway

Jello Pudding

Buick D

Kaufmann Bakery

J. Burnham

Keebler Biscuit

lac 1

Kleinhans

■L«

^■fcpb ackers

1 Cigarettes

^^V>atts

Capital Airlines

■ m > Shampoo

1^,

^^_— ^F

H !

Cigare!

Lafayette Theatre

tre

Lewin Bros.

eld Cigarettes

Libby McNeill & Libby

olet

erty ' ■■

■

^—M

i «■»*. ^*J -■ ^-^

L. E

j ri 1 r\

Jos

Coca Cola

n i i j

Socony Mo:

LlvAlv./

Cold

Magla Products

Colgate

Manufacturers & Traders

Contadina Tomato Paste

Trust Co.

Continental Baking

Marine Trust Co.

co. Gas

tal Beach Transit

Miles LaboratC'

Tilo Roc

— Ik fnr kL^lth _ —

^^ ^ —

■Y^a^NT^ O

a^^T^O

^^•j

i It 1 ^

it If ^

1^^

f Mv/lliJ

vy J_ kD

Doans Pills ^^

Nescafe

Dodge Dealers

***" w York

Web-Cor

Don Allen Chevrolet

Niagara Front th

Dow Anti Freeze

Foundation

Dromedary

No-Cal Beverages

Northern Paper Mills

ady Batteries

Norwich Pharmacol

in Distributors

NuWay Stores

Fletcher Castoria

Ontario Government

j g A ^^ y

*MO KNEW a year ago that you could get "Eight big tomatoes in an ltty bitty can"
Dnly the sponsor knew then now, 160 million people know — thanks to R.idto.

** E SAME 160 million people that "Wonder where the yellow went", that "Get more
bounce to the ounce", that know where to get a good deal on a new or used c

J And the reason they know is Radio.
DIO — that in one year brought fame and fortune to the Elvis Presl.

Pat Boones and Harry Belafontes simultaneously brought highly successful

;ales results to automobile manufacturers, food dealers and the store around the

corner. Yes. Radio today sells everything from baby foods to baby grands
- from pills to pillow cases.

i honor of National Radio Week, we salute those sponsors who have the foresight
and judgement to choose Radio .. .one of the most powerful advertising
mediums in the world.

RADIO

e Voice of Buffalo"

TELEPULSE

shows continued
loaclcrsliip by

WRBL-TV

:OLUMBUS, GEORGIA

CALL HOLLINGBERY CO.

FIRST IN

310

OUT OF

409

QUARTER HOURS

• In prime AA time wth 66.1 Homes
using Television WRBL-TV scored first
in 46 out of 50 Quarter Hrs.

• In class A time with 50.2 Homes using
Television WRBL-TV scored first in 49
out of 56 Quarter Hrs.

WRBL RADIO

Leads in homes delivered

55% MORE THAN STATION B
Day or Night Monthly — N.C.S. No. 2

WRBL

AM - FM - TV

COLUMBUS GEORGIA

CALL HOLLINGBERY CO.

by Bob Foreman

Agency ad libs

Brutus Bass and the no-account exec

If \ou happen to see a chap walking down
Madison Avenue sporting an extra arm and leg,
it will he Brutus Bass or "Big Mouth" as he is
affectionately known in the ad-husiness. "Big
Mouth" Bass, account executive at the storied
agency of Snook, Crappie and Bream. Inc., makes
a great many talks to a great many groups dur-
ing any given year. The extra limbs he bears
are mine and are what I had to give to get permission to excerpt his
recent talk to the Ronkonkoma, L. I. Ad Club on "What Makes
An Account Man Great — or Grating."' I will reproduce, for obvious
reasons, only those portions of this phillipic which apply to broad-
cast media.

"Perhaps," declared 'Big Mouth,' "it would be simpler to describe
the top-notch account executive's grasp of broadcast media bv de-
scribing what he doesn't do. In this manner I will be painting a
picture, gentlemen, of a commonplace in our business — the a/e with
two decades experience, most of it in print, who throws up his hands
when mention of tv is made and says — T leave that to the tv bovs.'
Or, what is even worse, he admits, solely to himself of course, that
he has no knowledge of or sympathv with television. Hence he
finds every possible reason to avoid use of the medium, expending
what creative ability he possesses to keep his client out of tv.

He avoided responsibility during tv's youth

"Which is worse, I don't know," said 'Big Mouth.' "But regard-
less, the account man who cannot or will not contend with television
today and today's radio is in effect a no-account man. Bv what stretch
of the imagination can he call himself a representative of any adver-
tising expenditure and still ignore the newest and most provocative
of media?

"I recall one of this breed of agency denizens who used the ap-
proach — T don't know anything about tv!' — to subtle advantage for
several years until more alert agency management got wise and
sent the man off to the showers. This chap used to say — 'whatever
is tv is in the hands of the tv department and out of mine.' As a
result he personally was able to avoid some of the early-day trials of
the medium despite the fact that his client was heavily involved.

"What a different with the good representative, one worthy of the
name! He has for at least five years now taken a positive stand on
television. He has mastered the technique of reading the Nielsen and
Trendex pocketpieres. He has good judgment of programing — yet
he still relies on the department for decisions of which show, what
time slot, and how to interpret the ratings. I sa\ 'rely' and by this
I mean that he is full\ and intelligently aware of every step so that
his reliance on the tv specialists is one of understanding and agree-
ment rather than blind faith or a desire to escape.

"His knowledge of the medium comes from use and studv. When

SPONSOR

11 MAY 1957

Why Fels & Company prefers

Crosley WLW Stations

for Instant Fels Naptha

Golden Soap Granulets

LW Stations off*
important extra of mighty grocery
merchandising tied U] *.op

Station Talent. Yes. lea
TV-Radio personalities star
product merchandising-promo
as the Crosley Stations' experts
cover the store fronts by top-
level trade contacts, perse
calls and point-of-sale push. So
the Talent-tuned, power-packed
merchandising-promotion of
Crosley Stations really me
business for advertiser

Max Brown, Director of Sales
Fels & Comp

Like Fels & Company, you'll get mighty merchandising-proir.
products too with the WLW Stations. So before you buy. alv.
with your WLW Stations' Representative. You'll be glad you c.

WLW

Radio

WLW-T

Cincinnati

WLW-C

WLW

WLW-A

Network Affiliations: NBC; ABC MBS Sales Offices: Ne.% York. Cincinnati. Chicago

Sales Representatives: NBC Spot Sales: Detro t. Los Angeles. San Francisco

Bomar Lowrance & Associates. Inc.. Charlotte. Atlanta. Dallas Crosley Broadcasting Corporation, a drvision

- m°

SPONSOR

11 MAY 1957

Agency ad libs continued

THIS YEAR

WBOF

winner o

ASSOCIATED

PRESS

AWARDS

AMONG COMPARABLE
STATIONS IN VIRGINIA

3 - 1st Places

• LOCAL & STATE NEWS

• SPORTS

• COMPREHENSIVE

REPORTING

1 - 2nd Place

• FARM NEWS

1 - 3rd Place

• SPECIAL EVENTS

This makes 8 A-P awards
for WBOF since its start just
28 Months ago . . . proven
time and again a potent sell-
ing force for a major seg-
ment of America's 25th
Market. Norfolk-Portsmouth
Virginia Beach Area . . .

VIRGINIA BEACH - NORFOLK
AND PORTSMOUTH, VIRGINIA

HIL F. BEST CO.
National Representative

t\ loomed on the horizon, instead of taking another martini and
uttering a prayer thai it would go away, he went into every aspect —
production, copy, research techniques. He even went so far as to
buy a set! Then when his kids started to insist on seeing this show
and that show, in contrast to what he wanted to view for business
reasons, he went out and bought a second set i after noting carefully
what tremendous tujis which shows in which slots had over his kids
and what they recalled of the sponsors' messages).

"And when the first color sets appeared on the market, he didn't
sa) Til wait till it's really arrived and they get the bugs out.'
He went and had one installed.

The good a/e gives the client confidence

"Then when it seemed wise to get his own client into television —
and to supplement this medium with the new type of radio coverage
available, our good a/e didn't wait: he faced his client with all the
facts and a firm recommendation! He explained what research tech-
niques he would apply so that benchmarks could be established. He
stood right up in front when the storyboards for the commercials
were being shown — and he chimed in to make a point here and there
— demonstrating he knew the tv term, the techniques, and the prob-
lems, thereby making the Ad-Manager feel a lot more secure about
the whole thing.

"But most importantly," concluded 'Big Mouth' in a frenzy of
rhetoric, "this man brings confidence with him to client meetings —
confidence plus an enthusiasm for the new avenues to people's minds
that science has given us.

"Here is a man!" said "Big Mouth" Bass with a flourish and sat
down to thunderous applause. ^

^iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiM

"An adman ad-libs on tv"

A 192 page book of selected Foreman columns from

sponsor, released by Hastings House. Publishers. Inc.. is

now in your bookstore. Bob's pungent commentaries on the

broadcast industry and his keen analysis of its problems

| are illustrated by Al Normandia.

The book, excerpted from columns which appeared in
sponsor over the last five years, offers an 8-fold approach
I to the air media:

i 1 i The agencj and its denizens

Tfc# t - r JH •' W ill

(2) Nuts, bolts, commercials

I A i The audience, confound em

(4) Sponsors, the care and feeding of

i 5 i The fine art of video.

i () l Research — if you can call it that

(7) The one without pictures — radio

(8) Color or hue. whew!

It adds up to an encyclopedia of entertainment and in-
formation. 192 pages, illustrated, retails for $4.50.

-.iiiiiiiiiiiiiiniiiiiiiiiiii'i illllllllllllllllllilllllliili milillimtllllllli iimiiiinmi mm i minium iiiiini.iu mi mi ininiimii iillillllllinfl

SPONSOR

11 MAY 1957

T. V. spot editor

A column $pontored by one of the leading film producers in teh n ision

S A It It \

NEW YORK: 200 EAST 56TH STREET
CHICAGO: 16 EAST ONTARIO STREET

I his series oi I.D.'s i"i King's Men I >>il< im s provi > you don'i hav<

to get attention even wht n you have '>nl\ 10 seconds < an ful

the "common touch" make these spots friendly and effectivi Man-in-tl

types give believability to su< h statements as: I don'i want to tx »n, I

just u.i ii i to feel liki one." I In si ries ties in with the sponsor's inaga/im

vertising and is produced by SARRA foi III I I \l CI RTIS INDUSTRIES

INC. through EDWARD H. WEISS VND COMPANY

SARRA, I n (

New ^ <n k: 200 I an 56th Street

Chicago: 16 East Ontario Street

f£i

4xfjto r _

i — \ / C^i

r "»\ >

Iii lull animation advertising characters show the futility "I labored i
mercials, when a simple slogan, "Reach foi O'Keefe < >lil \ i< nna 1
will do. Fine selling commercials foi O'Keefe's and .i lesson to .ill ol us in
TV advertising, these 60-second and 20-second spots leaturt O'Ko
prize-winning label. Produced by SARRA foi O'KEEFE'S BREWING
COMPANY LIMITED through COMSTOCK fc COMPAN\

SARRA, INC

New \ <>i k: 200 l .im 56th Stro I
Chicago: Hi Ban Ontario Street

YOHKERS
RACEWAY

This spol explodes the theory thai fine animation is l\ foi lo

V series ol l n and 20-second spots foi Yonkers Raceway proves thai fint
ination (.in be limited and sti.ll be persuasive. In [act, thi
ing in theii very simplicity . . . with .i light, modern touch that | fun

at the track. Produced by SARRA foi YONKERS RAI 1 \\ VY, INt thi
LESTERH VRRISON, 1N<

SARS v im

New York: 200 East 56th Stn - 1

( Im ago: l<> Easi Ontai io Street

\ seemingly endl< ss spr< ad ol coffei i ups

'Drink coffee t lu rest ol your life without any calorii this

shot in a one-minute Sucaryl commercial, animation-over-lii
the product in us< without live talent. Appetizing photi vie-

tion to the [actual portions of the spot. One ol a
second commercials produced by SARRA fo VBBOT1 I VBORATORIES

through I \ I II \M I MRU. IM

s\RR V. IM

New York: 200 East 56th Street

( liiiasjn: Hi t.i-t Ontario Sncct

SPONSOR • 11 MAY 1957

Ever
hear
of
MIAMI

TEXAS?

\\ hen the folks in Miami
(Texas. I mean) go shop-
ping, they travel 40 miles
to Amarillo. And they have
money to spend! Matter of
fact, the per family retail
sales in the Amarillo area is
nearly $6,000 annually. And
that ain't hay, Mister!

THe KGNC-TV-S-V

"& s? Ptt KCNC-TV
* a " *° r and you a'J

bound to d nse d.

W d ° u we bave been
to Amarittos|nceJ9»

Albuquerque

KGNC-TV

Channel 4 100,000 watts

AMARILLO, TEXAS

NBC-T\ Xlliliate

Affiliated with KCNC-Radio and the

Amarillo Globe News

THE KATZ AGENCY

News and views for women in
advertising and wives of admen

Women's week

W omen broadcasters keep abreast of men: Anyone who thinks
women are at a disadvantage in competing with men in the broad-
casting business might take a look at these sponsor statistics:

A spot check taken during the American Women in Radio & Tele-
vision convention in St. Louis last week would tend to indicate just
the opposite.

The questions put to the girls and the answers in percentages were:

1. How many of you have got a raise during the past year?
Answer: 89%.

2. How many of you have been given increased responsibilities?
Answer: 85%.

3. How many of you have gotten a promotion during the past
year? Answer: 54%.

How do you find a Betty Furness? Don't judge a gal announcer
on looks only, savs Schwerin Research Corp. In fact, excessive
glamor can be a handicap to the gal who wants to sell via the
airways. If she's dealing with a kitchen product, for instance, she'd
better look as if she were used to handling it, rather than like a
Harper's Bazaar model.

Schwerin cites a test in which three women tried the same food
commercial before comparable tv audiences. The reaction to the
looks of the three was pretty even.

"But," says Schwerin, "when it came to whether they looked
as though they knew their way around a kitchen Ian impression
that the selectee was going to have to convey in commercials for
this brand i. housewives rated one of the girls far above the others."

Women as network salesmen? On the network level of radio
and tv selling, it's pretty tough for women to get a chance to prove
themselves. In fact, right now there's onlv one lady account execu-
tive in network sales, and that "s Helen Guy at ABC TV. Helen,
who's been selling ABC TV time and programing for two years,
sees no reason why there couldn't be more women in the field in
theory, "but in practice it's a lot harder.'"

The hurdles women would have to clear are the following, ac-
cording to Helen :

1. Network selling requires maturity and well-rounded advertis-
ing and broadcasting experience. (In other words, you don't work
your way into it via the secretary and assistant a/e route. I

2. Some businessmen still prefer dealing with men when it comes
to sales, therefore a woman must prove to them that she can do as
effective and matter-of-fact job as any man.

3. The feeling (an illusion according to Helen) still lingers on
that network selling or other big-money selling requires a great deal
of nighttime entertaining.

4. Biggest stumbling block of all is the availability of network
sales jobs. Each network has a dozen or fewer salesmen on staff,
and since these are desirable and well-paying jobs, the competition
for them is stiff.

SPONSOR

11 MAY 1957

how p| RST* CAN you get?

NOVEMBER 1956

PULSE

Said it . . .

MARCH 1957

ARB

Says it ACAIN!

IN KNOXV1LLE

WATE-TV HAS
MORE VIEWERS

Than All Other Stations Combined*

'PULSE . 19 County Telepulse Report
conducted Nov. 25 thru Dec. !. 1956.

• MONDAY TO FRIDAY •

7 AM. l2Nn. 6 PM.

12 Nn. 6 PM. 12 Mid.

ARB . City of Knoxville Report con-
ducted March 8 thru 14. 1957.

• MONDAY TO
FRIDAY •

WATE-TV

Share of 60 62

Audience

• SATURDAY •

9A.M. 12 Nn. 6P.M.
12Nn 6PM. 12Mid.

WATE-TV

Station share
of Sets-in-Use

S'gn-on-to
1 2 Noon

Noon to
6.00 PM

SUNDAY thru
SATURDAY •

6 00 PM to
Midnight

67.1

69.1

52.9

WATE-TV

Share of
Audience

• SUNDAY •

9 A.M. 12 Nn
12Nn. 6 PM.

WATE-TV

Share of
Audience

6 P.M.
12 Mid.

WATE-TV

Station share
of Sets-in-Use

• SATURDAY •

Sign-on-to 6.00 PM. to

6 00 PM Midnight

64.3

58.0

PLUS. . ' 4 out °* fne fop '-* once a

week shows.
PLUS ... 10 out of the top 10 multi-
weekly shows.

WATE-TV

Station share
of Sets-in-Use

PLl S .
I'll S .

• SUNDAY •

Signon-to 6 00 PM to

6:00 PM M.dmght

57.3

62.4

9 out of the top 10 once-a-
week shows.

5 out of the top 6 local day-
time shows based on cumula-
tive ratings.

* *

215,352 TV HOMES IN WATE-TV COVERAGE AREA

"(TELEVISION MA&AZINE. APRIL. I«7— Apply;*" tiri -'■ I »d on -,.H r .»i»-;« ? Uctat]

WATE-TV

POWER MARKET OF THE SOUTH

Knoxvil le t Ten nessee

Affiliated with WATE Radio 5000 Watt!. 620 Kc. • Represented Nationally by AVERY-KNODEL, INC.

SPONSOR

11 ma* 1957

AN feMitftt BUY
IN WASHIN

The MIDDLE of Washington State,
growing economy based on diversified
agriculture* and metal industries. t

The Apple Capital of the World, plus
1,000,000 new acres of irrigated
farm lands.

t Alcoa, Keokuk Electro, and other metal
industries have selected Wenatchee
plant sites due to low-cost hydropower
from the Columbia River dam system.
More are coming!

That's AUDIENCE APPEAL:
We program to our audi-
ence, with SELECTED top
network programs plus lo-
cal color . . . music, news,
farm shows, sports — the
things people call about,
write in for, and partici-
pate in.

5000 WATTS

560 KILOCYCLES

KPQ's 5000 W, 560 KC combination gets
way out there, covering Central Washing-
ton, parts of Oregon, Idaho, and Canada.
We know because of our regular mail
from those areas. Then too, we have no
TV station here, we're separated from
Seattle by the high Cascade mountains,
and we're many miles from Spokane.
YOU CAN'T COVER WASHINGTON
WITHOUT GETTING IN THE MIDDLE, AND
THAT'S KPQ Wenatchee, Wash.

GUARANTEE

TO OUTPULL all other

North Central

Washington media

TWO to ONE

National Reps:
FOR|OE AND CO., INC.
One of the Big 6 Forjoe Represented Stations of Washington State

Portland and Seattle Reps:
ART MOORE & ASSOCIATES

49th ai

Madisc

■

Radio brand dollar figures
Congrats on your good article on need-
ed facts of radio advertising dollars in
your 27 April 1957 (issue).

In the true SPONSOR tradition.

The radio folk should h\ now feel a
little less inferior and a little less
ashamed if their numbers are less than
some other media numbers.

They're still good — so why hide 'em
and make people think they're even
worse?

Larry Deckinger,

v.p. and media director,

Grey Advertising, New York

Sponsored
hours

% live

°o film

ABC

11.00

4.5

95.5

CBS

36.00

88.2

11.8

NBC

19.62

87.3 12.7

Sponsored
Network hours °o live °o film

ABC

23 00

46 7

54.3

CBS

26.50

54.7

45.3

NBC 21.92 65.8 34.2

Tor week of 5-11 May

SPONSOR • LI MAI l ( )i.

2. HOW COMPETING CLIENTS COMPARE

Second series of major industry
categories, advertisers, brands and

ratings on web tv start below

Designed to aid advertisers in making quick comparisons
between their show ratings and those of competitors, this
regular Tv Basics feature runs in two sections. The list
below starts off the second series of this data, ft will be
concluded in the 8 June Tv Basics after which the list of
advertisers, with new brand and rating data, will begin
over again. These lists cover major industry categories in
network tv only. The list below covers appliances, auto
accessories, cars and trucks, confections and soft drinks,
cosmetics and toiletries, dental and drug products. The
next list will cover such groups as food, soap and tobacco.
Data is based on material supplied by Broadcast Adver-
tisers Reports, monitored off-the-air by tape recordings, plus
Pulse multi-market ratings. Footnotes give further data.

Industries covered here include autos, cosmetics, drugs

Appliances

American Motors
Disneyland; ABC; W-N; Kelvinator
appliances

General Electric

Broken Arrow; ABC; Tu-N; major
appliances

Conflict; ABC; Tu-N; small appli-
ances

G.E. Theatre; CBS; Su-N; major &
small appliances

Hoover Co.

Garry Moore; CBS; Tu-D; vacuum
cleaners —

Radio Corp. of America

Producers' Showcase; NBC; M-N;
major & Whirlpool appliances

Singer Sewing Machine Co.
Playhouse 90; CBS; Th-N; sewing
machines

Sylvania Electric Products
Buccaneers; CBS; Sa-N; small appli-
ances, tubes

Westinghouse

Studio One; CBS;
small appliances

M-N; major &

26.0

19.4
18.3
32.7

9.7

18.7

32.9

15.6

24.6

Auto Accessories

American Oil

Person to Person; CBS; F-N; Amoco*
tires 27.0

General Motors

Wide Wide World; NBC; Su-D; A C
automotive equipment, Delco bat-
teries, Hyatt ball bearings, S;i:
naw power steering 15.6

B. F. Goodrich

Burns & Allen; CBS; M-N; tires 29.5

Gulf Oil

Life of Riley;

NBC; F-N; tires 21.7

Cars and Trucks

Rambler

American Motors
Disneyland; ABC; W-N;
autos

Chrysler

Ray Anthony; ABC; F-N; Plymouth

autos „

Climax; CBS; Th-N; Chrysler Corp,

DeSoto & Plymouth autos

Lawrence Welk; ABC; Sa-N; Dodge

autos

Welk Top Tunes, New Talent; ABC;

M-N; Dodge & Plymouth autos

You Bet Your Life; NBC; Th-N;

DeSoto autos

26.0

6.8

30.9

25.1

14.1

29.9

Ford Motor

Ford Theatre; ABC; W-N; Ford autos 12.7
I Love Lucy; CBS; M-N; Ford autos 38.3
Ed Sullivan; CBS; Su-N; Mercury

autos 37.1

Tennessee Ernie; NBC; Th-N; Ford

autos

Zane Grey; CBS; F-N; Ford autos..

6.2
21.7

General Motors

Crossroads; ABC; F-N; Chevrolet

autos & trucks 14.9

Garry Moore; CBS; W-D; Chevrolet

autos 9.7

Dinah Shore; NBC; Th-N; Chevrolet

autos 10.1

Wide Wide World; NBC; Su-D; all

GM autos 15.6

Confections and Soft Drinks

American Chicle

Jim Bowie; ABC; F-N; Clorets, Den-
tyne 17.3

Ozark Jubilee; ABC; Sa-N; Beemans
pepsin gum, Clorets 7.1

Ccca Cola Co.
Mickey Mouse Club; ABC; M-D; soft
drink 20.8

Lud

en s

Inc.

Captain Kangaroo; CBS; Sa-D; Fifth
Avenue candy bar 10.3

Nestle Co.

Lone Ranger; CBS; Sa-D; chocolate.. 15.5

Sweets Co. of America

Cowboy Theatre; NBC; Sa-D; Tootsie

Roll candies 6.2

Heckle & Jeckle; CBS; Su-D; Tootsie

Roll candies 10.2

Howdy Doody; NBC; Sa-D; Tootsie

Roll candies 7.8

Modern Romances; NBC; Tu-D;

Tootsie Roll candies 10.3

Texas Rangers; CBS; Sa-D; Tootsie

Roll candies 12.4

Tic Tac Dough; NBC; Tu-D; Tootsie

Roll candies 5.7

Cosmetics and Toiletries

Alberto-Culver Co. of Hollywood

It Could Be You; NBC; Tu-D; VO-5
hair preparations 5.8

Modern Romances; NBC; Tu-D; VO-5
hair preparations . 10.3

American Home Products

D. Edwards; CBS; M.W-N; Aero-
shave, Heather rouge, Jocur wave
set

Love of Life; CBS; Tu-D; Neet

depilatory

Secret Storm; CBS;

pilatory

M-D; Neet de-

12.0

9.3
7.2

Armour and Co.

George Gobel; NBC; Sa-N; Dial
shampoo 22.6

Danny Thomas; ABC; Th-N; Dial

ABC;
shampoo & soap

12.6

Bristol-Mvers

Arthur Oodfrev: CBS; M.W-D; Ban ... 10.8
Alfred Hitchcock; CBS; Su-N; Mum 31.4
NBA Basketball; NBC; Sa-D: Vitalis 8.6
Playhouse 90; CBS; Th-X; Ban, Tru-
shay. Vitalis 32.9

Carter Products

Horse Racing; NBC; Sa-D; Arrid,

Kisc 8.0

Data above and on page 44 are based on Broadcast Advertisers Reports for the week ending

8 March. More detailed data, such as length and placement of commercials, can be found

R reports themselves, Not Included here are buys in participation shows, such as

Today lutings are based on a Pulse 22-market weighted average material for the

week ending 7 March. All ratings are averages f"r the week. e.g.. ratings for segmented shows
do not necessarilj show the audience fo) the actual segment sponsored by the client. All time
purchased by advertisers follows name of network: "X" means night, "D" means day. days of
week are abbreviated. For exact time of show, see Comparagraph itself.

SPONSOR

11 MAY 1957

Pulse rings doorbells

intervieics families

in their homes

2. HOW COMPETING CLIENTS COMPARE continued

Nat King Cole; NBC; M-N; Arrid,

Rise - 9.6

NBA Basketball; XBC; Sa-D; Rise 8.6

< Ihesebrongh-Pond'e

Conflic i ; ABC; Tu-N; Angel Face
powder, Angel Skin lotion, cold &
dry ^ k 1 1 1 cream 18.3

Jim Bowie; ABC; P-N; Vaseline hair

lC 17.3

Colgate-Palmolive

Big Payoff; CBS; M,YV,Th,F-D; Lus-
tre- Creme, Lustre Net. Palmolive
soap 9.3

Bob Cummings; CBS; Th-X; Halo,
Palmolive soap 24.4

Millionaire; CBS; W-N; Palmolive
shave products 26.9

Mi Adams & Eve; CBS; F-N; Lus-
tre Creme, Lustre Nel 22.8

Strike It Rich; CBS; M-F-D; Cash-
mere Bouquet soap, Lustre Creme
shampoo, Palmolive soap 8.9

Gillette Co.

Cavalcade of Sports; NBC; F-N;

Foamy shave, razors & blades 17.1

Hazel Bishop

Beat the Clock; CBS; F-N; hair

spray, lipstick 13.4

You,-,. On Your Own; CBS; Sa-N;
dry skin cream, hair spray, lip-
stick 11.2

Helene Curtis Industries

Oh Susanna; CBS; Sa-N; spray net._ 19.7

Andrew Jergens Co.

Steve Allen; NBC; Su-N; lotion,
Woodbury soap 24.1

Lanolin Plus Inc.

Hold That Note; NBC; Tu-N; Lano-
lin Plus products 9.1

Lever Bros.

Lux Theatre; NBC; Th-N; Lux" soap 18.9

Mennen Co.

Boxing; ABC; W-N; pre-shave lotion,
shave creams, skin bracer, spray
deodorant 14.5

Queen for a Day; NBC; W-D; Skin

Magic 12.4

Procter and Gamble

Edge of Night; CBS; M,Th-D; Camay-
soap 7.7

Guiding Light; CBS; M-F-D; Ivory
soap 10.2

I Love Liny; CBS; M-N; Lilt home
permanent 38.3

Tins Is Your Life; NBC; W-N; Prell 23.8
Wyman; NBC; Tu-N; Ivory soap 24.8

I. or. ii. i Young; XBC; Su-N; Camay
soap 22.8

Purex Corp.

Big Surprise; NBC; Tu-N; Sweet-
heart soap 14.1

Revlon Products

f 64, 000 Challenge; CBS; Su-N; lip-

'■iticlc 27 *?

$64,00ii Question; CBS; Tu-N; Love
Pat powder, Satin Set, Silicare lo-
tion 32.1

20th century Pox; CBS; W-N; Aqua-
marine lotion. Frosted nail enamel,
Futurama Lipstick case,- lipstick,
Love Pat powder, Silken Net... 20.6

Sales Builders

NBC; Tu-N; Max Factor pan-
cake ... 18.4

Schick Inc.

et; NBC; Th-N; electric shav-

24.4

Sperry Rand

What's Mj Line; CBS; Su-X; Rem-
ingti n electric shavers 27.8

Sterling Drug

The Vise; ABC; F-X; Molle shave
cream 9.6

Toni Co.

Blondie; NBC; F-N; Deep Magic 19.0

People Are Funny; NBC; Sa-N; Tip
Toni & Tonette home permanents.. 19.8

Queen for a Day; NBC; M-D; Tonette

& Toni home permanents 12.4

Talent Scouts; CBS; M-N; Deep

Magic, Tame 30.5

Tic Tac Dough; NBC; M-D; Deep
Magic, Silver Curl, Tonette & Toni
home permanents 5.7

Y. n Bel Your Life; NBC; Th-N;
Deep Magic, Prom home perma-
nent. White Rain _ 29.9

Warner-Lambert Pharmaceutical Co.

Hit Parade; NBC; Sa-N; Hudnut
Quick home permanent 24.2

Wildroot Co.

Robin Hood; CBS; M-N; cream oil,

formula #2 32.6

Dental Products

American Home Products

Love of Life; CBS; M-D; Kolynos

toothpaste 9.3

Secret Storm; CBS; W-D; Kolynos
toothpaste 7.2

Bristol-Myers

Arthur Godfrey; CBS; M.W-D; Ipana
toothpaste 10.8

Alfred Hitchcock; CBS; Su-N; Ipana
toothpaste 31.4

Mickey Mouse Club; ABC; W,Th,F-D;
Ipana toothpaste 20.8

Colgate-Palmolive

Big Payoff; CBS; W.F-D; Colgate
dental cream 9.3

Mighty Mouse; CBS; Sa-D; Colgate
dental cream 15.1

Strike It Rich; CBS; Tu,Th-D; Col-
gate dental cream 8.9

Lever Bros.

The Brothers; CBS; Tu-N; Pepsodent

toothpaste & brushes 20.0

Lux Theatre; NBC; Th-N; Pepsodent
toothpaste & brushes 18.9

Procter and Gamble

Brighter Day; CBS; M.W.Th, F-D;

Gleem 7.3

Wyatt Earp; ABC; Tu-N; Gleem 25.8

Queen for a Day; NBC; Tu,Th-D;

Gleem 12.4

Search for Tomorrow; CBS; M-F-D;

Gleem 10.0

This Is Your Life; NBC; W-N; Crest 23.8
Loretta Young: NBC; Su-N; Gleem... 22.8

Sterling Drug

Modern Romances; NBC; W-D; Dr.

Lyons tooth powder 10.3

Drug Products

American Home Products

I). Edwards; CBS; M,W, Th-N; Ana-
cin, BiSOdol, Heet, Infra Rub... 12.0

Love of Life; CBS; M-F-D; Anacin,

Bisodol, Heet. Infra Rub, Outgro ... 9.3

Name That Tune; CBS; Tu-N; Ana-
cin _ 19.1

Secret Storm; CBS; M-F-D; Anacin,
Bisodol, Heet, Infra Rub 7.2

Bauer and Black

('apt. Kangaroo; CBS; Sa-D; Curads

Mat tie Ribbon bandages 10.3

Bristol-Myers

Arthur Godfrey; CBS; M.W-D; Buf-
ferin .. 10.8

Alfred Hitchcock; CBS; Sn-N; Buf-

ferin, Minit-Rub 31.4

Playhouse 90; CBS; Th-N; Bufferin ... 32.9

Johnson and Johnson

Heckle & Jeckle; CBS; Su-D; Band-
Aids 10.2

Garry Moore; CBS; F-D; baby prod-
ucts, surgical dressings 9.7

Our Miss Brooks; CBS; F-D; baby
products, Band-Aids, surgical dress-
ings 8.7

Robin Hood; CBS; M-N; baby prod-
ucts 32.6

Lanolin Plus Inc.

Hold That Note; NBC; Tu-X; All-In-
One reducing tablets _.. 9.1

Lewis-Howe Co.

Jonathan Winters; XBC; Tu-X; Turns 7.3

Luden's Inc.

Capt. Kangaroo; CBS; Sa-D; cough
drops 10.3

Mennen Co.

Robert Montgomery;
Baby Magic

XBC; M-N;

20.1

Mentholatum Co.

Bob Crosby; CBS; M-D; chest rubs.- 9.2
Tic Tac Dough; XBC; Tu,F-D; chest
rubs 5.7

Miles Laboratories

Broken Arrow; ABC; Tu-X; Alka

Seltzer, One-A-Day vitamins 19.4

Mickey Mouse Club; ABC; M-D; Bac-

tine, One-A-Dav vitamins 20.8

Xews; XBC; W.F-X; Alka Seltzer,

One-A-Day vitamins _ 11.3

Queen for a Day; XBC: Th-D; Alka

Seltzer, One-A-Day vitamins. ... 12.4

Tennessee Ernie; XBC; Th-D; Alka

Seltzer, One-A-Day vitamins 6.2

Norwich Pharmacal

Arthur Godfrey; CBS; Tu-D; Pepto

Bismol 10.8

Noxzema Chemical Co.

Perry Como; XBC; Sa-N; skin cream 28.6

Pharmaceutical

Amateur Hour; ABC; Su-N; Geritol,
Xiron, RDX tablets, Serutan, Somi-
nex, Zarumin 6.4

Xews; CBS; Su-X; Geritol, Sominex,
Zarumin 12.0

To Tell The Truth; CBS; Tu-X; Geri-
tol, Sominex, Zarumin 17.8

Pharmaco

Comedy Time; XBC; F-D; Medigum,

Regutol 6.7

It Could Be You; XBC; F-D; Medi-
gum, Regutol 5.8

Rexall Drug Co.

Steve Allen; XBC; Su-X;
Rybutol

Intracel,

24.1

Sterling Drug

Modern Romances; XBC: W.F-D;
Bayer aspirin. Ironized yeast; Phil-
lips milk if magnesia 10.3

The Vise; ABC; F-X; Bayer aspirin,
Fletchers Castoria, Phillips milk
of magnesia 9.6

Vick Chemical Co.
Jonathan Winters; XBC; Tu-X; cold
remedies _

7.3

SPONSOR

11 MAY 1957

ANOTHER major award for the nation's
outstanding NEWS station KSTP-TV !

In 1956. KSTP-TV entered four national TV news corn-
pet it ions. The results are now in: four first-place awards!

The Radio-Television News Directors Association
gave KSTP-TV two top awards, "Best TV News Story
of 1956" and "Nation's Outstanding News Operation."
Then the National Press Photographers Association pre-
sented the blue ribbon to KSTP-TV in the National
Newsreel Contest.

And. now. the coveted Sigma Delta Chi award
Distinguished Service in Television Report been

won for KSTP-TV by Julian Hoshal and Di<
News and Photo Director, respectively, for KSTP-TV

We're only kidding with the cartoon above Actually

we're proud of all these awards and the news •

which won them. It is one of the reasons whj the North-
west's first TV station is still the Northwest

TV station.

CHANNEL
3,000 WATT!

MINNEAPOLIS • ST. PAUL Basic NBC Affiliate

Represented by Edward Petry & Co., Inc.

SPONSOR

11 MAY 1957

BUFFALO'S OWN AGENCIES
AND ADVERTISERS CHOOSE
WBUF, CHANNEL 17, AS THE

MOVING
FORCE IN
BUFFALO

To sell "Milk for Health" throughout the
8-county Niagara frontier area, Baldwin,
Bowers & Strachan, Inc., buys the "11th
hour news," with Frank Frederics and Jan
Okun, on wbuf.

" 11 th hour news ," with its nightly news-
casts (M-F, 11 pm), appeals to a head-of-
the-family audience (91% adult) that "Milk
For Health" wants to reach.

FRANK FREDERICS AND JAN OKUN are a

smooth-working, selling combination.
Jan's persuasive commercial delivery and
Frank's compelling news style achieve con-
tinuing results for the 4,000 dairy farmers
who sponsor them.

"wbuf," in the words of Baldwin, Bowers
& Strachan Vice President Everett L.
(Tommy) Thompson, "has more than lived
up to the promise of its impressive facilities,
management and staff with its outstanding
programming, promotional support, and
community acceptance. 'Milk For Health'
invested in the future when it bought the
'HTH hour news' on wbuf. That invest-
ment is paying off already with a 52% audi-
ence increase within the first six months!"

An ever-growing list of satisfied advertisers
makes wbuf the fastest-moving force in
Buffalo. Put that force to work for you today!

Exciting things are happening on

Left to right: H. Truman Rice, TV Producer, Baldwin,
Bowers & Strachan, Inc.; Jan Okun; Frank Frederics:
Martin Magner, Program Director for WBUF.

SPONSOR

11 MAY 1957

SPONSOR • 11 MAY 1957

DAYTIME

C O

P A

ABC

SUNDAY

CBS

NBC

Look Up & Live
•ust

Lamp Unto My
Feet
■ust

UN In
Action

BUSt

Camera Three
■ust

Let's Take Trip
sust

Wild Bill Hickok
Kellogg

Heckle & leckle
Sweets Co

(last 5/26)
alt sust

Frontiers of
Faith
No net service »""

Catholic Hour

(.via id, 2tii

No net service No net service

No net service

Watch Mr.
Wizard

sust

ABC

MONDAY

CBS

NBC

Carry Moore
i !atnpbeU Soup

Lever Bros
alt

Bird & Son

Arthur Codfrey
Stand Brands
Stand Brands

Home
partlc
10-11

Home

Bristol-Myers
Bristol-Myers

Strike It Rich
Colgate

Valiant Lady
Stand Brands

Love of Life
Amer Home Prod

Search for

Tomorrow

P&G

Cuiding Light
E&O

Price Is Right
sust

Truth or
Consequences

Tic Tac Dough

P&G alt

Church & Dwight

Tori alt P&G

It Could Be You
sust

Amer Home Prod
alt P&G

News
(1-1:10) sust

Stand Up & Be
Counted

sust

As the World
Turns
P&G

Our Miss Brooks

sust

Art Linkletter
Stand Brands

Campbell Soup

Close-Up
co-op

Club 60
co-op

Club 60

Tenn Ernie

sust

Brown & Wmson

alt sust

TUESDAY

ABC CBS NBC

Carry Moore
Hooter

Arthur Codfrey
Mutual of Omaha

Home
panic

Home

Kellogg
Pillsbury

Price Is Right
suit

Strike It Rich
Colgate

Truth or
Consequences

sust

Valiant Lady
Wesson Oil

Love of Life
Uuer Home Prod

Tic Tac Doueh
3weeU i last 5/21)
Stand Brands
5 tart)

P&G

Search for

Tomorrow

P&G

It Could Be You
sust

Cuiding Light
E&U

Alberto CulTer
alt P&G

News
(1-1:10) sust

Stand Up & Be
Counted

sust

Close-Up
eo-op

As the World

Turns

P&G

Club 60
co-op

Our Miss Brooks

Best Foods

alt sust

Art Linkletter
Kellogg

Pillsbury

Club 60

Tenn Ernie
Stand Brands

Stand Brands

J-

No net service

Youth Wants
To Know

sust alt
Amer Forum

sust

Afternoon Film
Festival
(3-4:30)

partlc

Big Payoff
Colgate

Matinee

(3-4)
partic

Afternoon Film

Festival

(3-4:30)

partic

Big Payoff
Colgate

Matinee
(3-4)
partlc

Afternoo
Fest
i3-t
part

lohns Hopkins

File 7

sust

The Last Word
■ual

(last 5/26)

Zoo Parade
sust

Afternoon Film
Festival

Bob Crosby

sust

Gerber alt

sust

Matinee

Afternoon Film
Festival

Bob Crosbv
Wesson Oil

Matinee

Afternooi
Festi

College News
Conference

lace The Nation

5:30. 5/19) Wide Wide World
(alt wks 4-5:30)

1cdic.il Horizons
Ciba

Dean Pike

BUSt

This Is Defense

WestinEhouse
14-5 5/19 only)

World News

Round Up

sust

(5:30-6. 5/19)

Gen Motors

Afternoon Film
Festival

Project 20

( 4-5, 5/19)
Coif Champ

Gillette
i 1 -i ::il, 6/2)

No net service

Brighter Day
P&G

Secret Storm
Amer Home Prod

Edge of Night
P&G

See It Now

Pan Am

(5-6. 6/2 only)

Topper
i alt «k< 5-5:301

Odyssey

sust

(5-6)

(not seen 5/19)

Mickey Mouse
Club
co-op

Outlook

sust

Cora Cola

Miles all
Minn Mining

jueen for a Day
\mcr Home Prod

Toni alt Brown
& Williamson

Afternoon Film
Festival

Brighter Day
P&G

Secret Storm
Amer Home Prod

odern Romances
Sterling Drug

No net service

Edge of Night
P&G

Queen for a Day
Stand Brands

Borden
(5/14 start)
3 id Brands

Affcnoo

Festi

Modern Romances

Culrer alt

Sweets Co

No net

Cornedv Time
Wesson Oil

Mickey Mouse
Club
co-op

B F. Goodrich

Comedy Time
sust

Mickey
Clu
co-o

Mattel
GmT

HOW TO USE SPONSOR'S
NEW NETWORK TELEVISION
COMPARAGRAPH AND INDEX

The network schedule on this and following page? (50, 51)
includes regularly scheduled programing on the air between
11 May and 7 June I with possible exception of changes
made by the networks after presstime). Irregularly sched-
uled programs to appear during this period are listed
as well, with air dates. The only regularly scheduled pro-
grams not listed are as follows: Tonight, NBC, 11:30-12:30

X G R A P H

11 MAY- 7 JUNE

DNESDAY

Iff NBC

THURSDAY

ABC CBS NBC

FRIDAY

ABC CBS NBC

SATURDAY

ABC CBS NBC

1 Moore
» Brat

Home
panic

Carry Moore

v.'l- »:: mil

Tool alt Swift

Home
panic

C M

Garry Moore

I'ltti Plata Olid
alt mat

Home
partle

Capt Kangaroo

Howdy Doody

r •
- ■ Od

1 Godfrey

• W lilt tail

Home

Arthur Codfrcy

Cm r ..!> Home
Scott Paper

■onnion A Jonnun
all Cal Packing

\. .. -

Home

Mighty Mouse

•

Cb!|

Cumby

i Mjer»

Price li Right

•Ult

K.llott Prir „ u Rjftht

Plllibury tun

Y.r.lley alt
PltU Plate Olaaa

Price Is Right

• Ult

Suunt Show

Fur»

Staler all SOS

It Rich
Cite

Truth or
Consequences

IU<t

Strike It Rich Truth or
Colgate Consequences

Strike It Rich
Collate

Truth or
Consequences

■ Ult

Tens Rangers

It s A Hit

Capt Gallant

IUlt

Lover

It Lady Tic Tac Dough

Valiant Lady

Tonl alt Tic Tac Dough

Valiant Lady
Gen Mllli

Tic Tac Dough

IUlt

Big Top True Story

►if Life
vie Prod

Lovf of Lift
Amer Home Prod

1'ai;

Love of Life 'Mlnneaou Mining
alt PAG

PAO

ih for |t Could Be You
lirrow lrmour tit lust

Search for
Tomorrow

It Could Be You

IUlt

Search for It Could Be You
Tomorrow imar Home Prod
''.•-• alt luit

Detective Diarv

Brown A Wroion
all Com Prod

Welch alt
Brlllo

Big Top

! Light

•a

Guiding Light
p*n

Cuiding Light Brlllo alt Com
p*n

) iUlt

p & Be Close-Up
•ted co '°P
it

News
(1-1:10) iust

Closc-Up
co-op

News
(1-1:10) luit

Closc-Up
co-op

Lone Rao.

Stand Up & Be
Counted

IUlt

Stand Up & Be

Counted

lust

No net service

World

ns Club 60

co-op

As the World Club 60
Turns co-op
PAG

As the World ... . ,.
Turns Club 60
PAG '"-"P

No net service
Dizzy Dean

IUlt

ii Brooks

• t

iiit tuit

Club 60

Our Miss Brooks

Our Miss Brooks
sust

Club 60

Baseball Came No net service

of the Week Lc0 Dur0 .-

Warmup
»rr Brewing

Nettle alt suit

alt iust

Ikletter

Tenn Ernie

lUSt

Art Linklctter
Kellogg

Tenn Ernie
ITJIt

Art Linkletter

Lever Bros Tenn Ernie

sust

Swift

„ . „ Maior League
Baseball Baseball

(CM

<afetv Raior n
' -Til

nil

Dlilc Cup alt

Brown A Wmsnn

Plllsburr

Mile.

ayoff

Matinee
(3-1)
panic

Afternoon Film B| p ff M ,V'" ee

(3-1:30) partle
partle

Afternoon Film

Festival Big Payoff
(3-4:30) Colgate
partle

Matinee
(3-4)
panic

Baseball

■ op

rosby
ier

Matinee

Afternoon Film
Festival

Bob Crosbv
Tonl alt Swift

Matinee

Afternoon Film
Festival

Bob Crosby
SOS alt Swift

Matinee

Baseball

Mill

PAG

Gen M

r Day

Duron for a Day

Pi tie Cup alt

Sandura

Borden alt

Afternoon Film

Brighter Day
PAG

Queen for a Day
Sunkist alt

Afternoon Film

Brighter Day
PAG

Queen for a Day

Borden

Amer Home Prod

alt Com Prod

Baseball

Storm
ne Prod

Festival

Secret Storm
Amer Home Prod

Minnesota Mlntnf
Miles

Festival

Secret Storm
Amer Home PTod

Night

PAD

No net service | Edge of Night

r,\r.

PAG

Edge of Night

PAG

No net service

Mod m Romanc I

rfrHern Romances
Corn P
Sterling Drug

Modern Romances
Kraft

No net service P*G

Com Prod

Comedy Time
Lever

Mickey Mouse

;iub eo-op

Pillsbury alt

Am Par

Comedy Time
Kraft

Mickey Mouse
Club
co-op

Comedy Time
sust

Dmc Handicap

IUlt

ootr)

sust

weicn an tun

co-op

Bristol-Myers
Oen Fowls

I ...

Oen Mills
Gen Mllli

Star
Comedy

Corp

Prcakncss
■•mlTt

p.m., Monday-Friday, participating sponsorship; Sunday
News Special. CBS. Sunday. 11-11:15 p.m.. sponsored bv
Pharmaceuticals Inc.: Today, NBC, 7:00-9:00 a.m.. Mon-
dav-Fridav. participating: The Jimmy Dean Show, ' BS,
7:DO-7:45 a.m.. Monday-Friday, participating: Captain
Kangaroo. CBS. 8:00-8:45 a.m.. Monday-Friday, 9:30-

10:00 a.m.. Saturday, participating; Veuw, < BS, ~ I
a.m. and 8:45-9:00 a.m., Monday-Friday.

Ml times art- Eastern Daylight Participating spons
are not listed because in many cases they fluctuate.

Sponsor-, co-sponsors and alternat- are

shown along with the names of programs. Agencies, brand-.
costs and ratings appear in separate listings on pages 12, 50.

3. NIGHTTIME

C O

P A

ABC

SUNDAY

CBS

NBC

flicka
(last

Cou Asked for It
BklpPT Peanut

Butter

Hollywood

Film Theatre

partlc

(7:30-9)

Hollywood
Film Theatre

The Last Word

Bust
(6/2 start)

SUBt

Meet The Press

Johns Manvllle
alt
suit

You Are There
(5/12 start)
Prudential

Roy Rogers
Gen Foods

Lassie

Campbell Soup

Marge & Cower

Champion

alt

Jack Benny

Amer Tobacco

77th Bengal
Lancers

Gen Foods

Kukla, Fran

& Ollie

3ordon Hkng-co-op

Circus Boy

Reynolds Alum

Ed Sullivan

Lincoln-Mercury

(8-9)

Steve Allen

Bulova, Drarkctt,

Greyhound,

Polaroid.
V. S. Time

Hollywood
Film Theatre

Ed Sullivan

Steve Allen
(8-9)

iv flaynouse

Goodyear alt

Alcoa

(9-10. 3 wks in 4)

ABC

MONDAY

CBS NBC

D Edwards
Brown & Wmson

John Daly News
Genl Cigar

No net service

D Edwards
Brown & Wmson

Wire Service
R. J. Reynolds

Robin Hood

Johnson & Jhsn

alt Wlldroot

Wire Service

Miller Brewing

alt sust

Burns & Allen

Carnation alt
Goodrich

Nat King Cole

sust

News

American Can

alt 6ust

Voice of
Firestone

Firestone

Talent Scouts

Lipton
alt Toni

Sir Lancelot

A mer Home alt

Lever Bros

(3 wks in 4)

Wells Fargo-G Fda
alt Am Tob (3 in 4)
Prod Showcase (1 In
1, 8-9:30) Hancock
RCA-Whirlpool

ABC

TUESDAY

CBS

NBC

Kukla, Fran
& Ollie

Jordon Bkng-co-op

John Daly News
Genl Cigar

Cheyenne

Gen Electric
(alt wks
7:30-8:30)

D Edwards
Whitehall

No net service

D Edwards

Whitehall

>)ame That Tune

Whitehall alt

Kellogg

Conflict

Cliesebrough-

Ponds

(alt wks

7:30-8:30)

Phil Silvers

P&G

alt

R. J. Reynolds

Wyatt Earp

Gen Mills

alt P&G

Private

Secretary

Lever alt Sheaffer

Kukla,
& O:

Gordon Br

onathan Winters
Lewi s -Howe

News

sust

Arthur Murray

Party

Purex ait

Speldel

Panic
UfcM alt Max F.

Wash Square

Curtis. Royal

(8-9. 6/4 only)

John Dal
Geol I

Disney
Amer J
Amer ]
Derby j

(7:30-f

Disney

Navy
Amer TV
U.S. Ri

Amateur Hour
Pharmaceuticals
(9-10)

C. E. Theatre

Gen Electric

Press Conference

Corn Prod

I Love Lucy
P&G alt

Gen Foods

Twenty-One

Pharmaceuticals
(3 wks In 4)

Broken Arrow

Gen Electric

alt Miles

To Tell The

Truth

Pharmaceuticals

Jane Wyman
P&G

Ozzie &
Rods

Amateur Hour

Hitchcock
Theatre

Bristol- Myers

Chevy Hour

Chevrolet
(9-10. 1 wk In 4)

Welk Top Tunes
New Talent

D'Klge-Plyroouth
(9:30-10:30)

Mike Wallace
Philip Morris

$64,000
Challenge

Revlon alt
P. Lorlllard

What's My Line

Sperry-Rand
alt H Curtl6

Loretta Young
P&G

Welk Top Tunes

No net service

Dec Bride
Gen Foods

Robt Montgomery

"I. C. Johnson

alt Mennen

(9:30-10:30)

Studio One

Westinehouse
(10-11)

Studio One

Cavalcade
Theatre

DuPont

Red Skelton
Pet Milk alt
S. C. Johnson

Circle Theatre

Armstrong

(alt wks

9:30-10:30)

Ford Th
Fort

Wash Square

Royal McBee

Helene Curtis

(9:30-10:30,

5/20 only)

It's Polka Time
co-op

$64,000

Question

Revlon

Spike |ones
L&M

Kaiser Alum Hr
Kaiser Alum

(alt wks
9:30-10:30)

Wed N

Figh

Pabst (last,

Menr

No net service

Mile
(6/5 it
(10

4. ALPHABETICAL PROGRAM INDEX

Sponsored Nighttime Network Programs 6-11 p.m.

■ . i
Ik

PROGRAM

Steve Allen Show: V-L

Amateur Hour: V-L
Red Barber's Corner: Sp-L
Beat the Clock: Q-L
Jack Benny: C-L&F
Big Story: Dr-L&F

Blondie: Sc-F

Bold Journey: A-F
Jim Bowie: A-F

Broken Arrow: A-F
Buccaneers: A-F
Burns & Allen: Sc-F
Caesar's Hour: V-L (last 5/25)

Cavalcade of Sports: Sp-L

COST

SPONSORS AND AGENCIES

$ 63,000

Bulova (5/19, 6/2 only), Mc-E;
Drackett, Y&R; Creyhound, Crey;
Polaroid, D. D. Bernbach; U. S.
Time, Peck

23,000

Pharmaceuticals, Kletter

3,000

State Farm Ins, NLB

18,000

Hazel Bishop, Spector

65,000

Amer Tobacco, BBDO

33,000

Amer Tobacco, SSCB; Ralston Purina,
Cardner

37,500

Nestle, B. Houston; Toni, Tatham-
Laird, C. E. Frank

8,000

Ralston Purina, CBB

32,000

Amer Chicle, Bates; Chesebrough-
Ponds, Mc-E

31,000

Cen Elect, Y&R; Miles, Wade

24,000

Sylvania, JWT

33,000

Carnation, Wasey; Coodrich, BBDO

114,000

Babbit, DFS; Benrus, L&N, Knomark,

Mogul: Quaker Oats, NLB; Wesson

Oil, Fitzgerald

35,000

Cillctte, Maxon

PROGRAM

Marge & Gower Champion

V-L&F
Cheyenne: A-F
Circle Theatre: Dr-L
Circus Boy: A-F

Climax: Dr-L

* Perry Como: V-L

Conflict: Dr-F

Joseph Cotten Show: Dr-F

Crossroads: Dr-F
Bob Cummings Show: Sc-F
John Daly News: N-L
Date With the Angels: Sc-F
December Bride: Sc-F
Disneyland: M-F

Dragnet: My-F
DuPont Theatre: Dr-F

41,000

90,000
40,000
34,000

55,000
108,000

90,000
38,000

31,000
36,000

6,000tt
38,000
28,000
75,000

37,000
37,000

SPONSORS AND AGENCIE

fcn

Amer Tobacco, BBDO

I-
Cen Elect, Y&R, BBDO & Crey fe.t(
Armstrong Cork, BBDO

Reynolds Alum, Clinton E. Frai

Buchanan
Chrysler, Mc-E

Cold Seal, North; Kleenex, FC,,
Noxzema, SSCB; RCA, K&E; S(
Stamps, SSCB; Sunbeam, Perrin-Pa

Chesebrough-Ponds, JWT & Mc-E

Campbell Soup, BBDO; Lever Bros,
BBDO

Chevrolet, Camp-Ewald

Colgate, Brown; R. J. Reynolds, E:

Du Pont, BBDO; Ceneral Cigar, y;

Plymouth, Crant

Cen Foods, B&B

Amer. Motors. BFSD & Ceyer; Arm
Dairy, Camp-Mithun: Derby, Mel

L&M, Mc-E; Schick, W&L

DuPont, BBDO

•Color show, (L) Live, (P) Film, ftCost is per segment. List does not include
sustaining, participating or co-op programs — see chart. Costs refer to average show
including talent and production. They are gross (include 15% agency com-
mission). They do not include commercials or time charges. This list covers period

of 11 May thru 7 June. ProgTam types are
(C) Comedy, (D) Documentary, (Dr) Dram
Misc., (Mu) Music, (My) Mystery. (X) News
Comedy, (Sp) Sports, (V) Variety.

indicated as follows: (A) Adventa u

a, (I) Interview, (J) Juvenile, (■

(Q) Quiz, (S) Serial, (Sc) Situit

k G R A P H

11 MAY- 7 JUNE

NESDAV

CS NBC

ircls

service
irds

vv b ■ a

Step

I Mil

■ i

THURSDAY

ABC CBS NBC

D Edwards
Whitehall

Xavicr Cugat
nut
(lut

News
Time alt Mlln

odfrey
>l»er>

•It

iry

Masquerade

Party

ftnodttwl Product

lit Park A Ttlford

A Knomark

Father Knows
Best

Scott Taper

Kukla. Fran
& Ollie
p.knK eo op

No net service

|ohn Daly News

llu IVuiL

Lone Ringer

Celt Mllli alt

Bwlft

D Edwards
Whiti-hall

Sgt. Preston
Quaker Oatl

Dinah Shore
CTievrolM

News
Spemr Rand

Circus Time
partlc

Bob Cummings

Colgate alt
it J Reynold!

You Bet Yr Life

DeSoto alt

Tonl

Circus Time

Climax

Chrysler

(8:30-9:30.

Dragnet
I.AM ait Behlek

ABC

FRIDAY

CBS NBC

D Edwards

111 n I

Kukla. Fran No net service

. b °" ie ' D Edwards

■onion Bknteo-op „, ., ,

|ohn Daly News ill n B
1>i I'ont

Rin Tin Tin
Nabisco

Beat the Clock

II llllhop

Xavicr Cugat

(la.t

News

AUlaa.

Jim Bowie

Amer Ctilele all

Chetebrough-

Pond»

West Point
Gen Foodj

Blondie

Tonl alt

NeilU

Crossroads
Chevrolet

Zane Crey
Gen Fooda
alt Ford

Life of Riley
Gult Oil

SATURDAY

ABC CBS NBC

This Is
Calen Drake

■

Famous Film
Fcitiv.il
partln

Buccaneers

People Are

Funny
• It
It J I.

Billy Cr.ih.im
B Graham
Evanfi

Billy Graham

(conn

(8-9. 6/1 itart)

lackie Cleason

lackie Cleason
luit

Perry Como

HAH «!iBM
Noxz#aa

rSunbtam

>
■Id SmJ

•

Kraft Theatre
Kraft (9-10)

Danny Thomas

Armour alt
Kimberly-Clark

Climax

People's Choice
Borden alt P&o

Treasure Hunt Mr. Adams & Eve J« ( CoMon Show
M.«-n D.r.d r™"^, U-£ "ro.

(3 »ki In 4)

Lawrence Welk

D dn

(9-10)

Cale Storm
- alt
- Curt la

Secret
nslda

Kraft Theatre

Bold journey
Ralston- Purina

Playhouse 90

Amer Gas

alt

Bristol Myers

Ford Show
Ford

The Vise
Sterling DTUg

Schlitr
Playhouse

S eh 1117.

-I Hr
|]

111

Fox Hr

0-11)

Big Story
Ralston Purina alt
Amer Ton (3 In 4)

Chevy Show
(9-10. 1 In a) —

Lawrence Welk

S R O Playhouse

■tartl
'~h.ll alt
-til

Caesar i Hr

Batu-ua. Ha&bltt

Knoaari

Color Carnival

>t< I Whirlpool

Olds lltlt

1 >k lo 4)

This Is

Your Life

PAG

Telephone Time
Bell

No net service

Playhouse 90
Philip Myers

alt
Bristol Myen

Lux Theatre

I^erer Broa

(10-11)

Date With

The Angels

Plymouth

Playhouse 90
sust

Lux Theatre

Line-Up
PAG alt Brown

A Williamson

Person to Person

\ >>ll & Hamm

alt Time. Inc

Cavalcade of
Sports

Gillette
iin-enncl)

Ozark Jubilee
Am Chicle
alt
William ion Dickie

Cunsmoke

IJM alt

Sparry- Rand

Ceo Cobel
AraMar all Pat
13 oka to 4)

Red Barber
St Farm Ins

Ozark lubilee

Mrs. America

inals

1 »..':" 11 ".

Two For The
Money

suit

H,f Parade
• It Huclnut

PROGRAM

•'yalt Earp: A-F

oug Edwards News: N-L&F

ther Knows Best: Sc-F

rd Show: V-L
ord Theatre: Dr-F
.E. Theatre: Dr-F
iant Step: Q-L (last 5/29)
ickie Gleason: Y-L
ndfrey's Scouts: V-L
\rthur Godfrey Time: V-L

eorge Gobel: C-L
unsmoke: A-F

itchcock Presents: My-F
obin Hood: A-F

Love Lucy: Sc-F
ve Got a Secret: Q-L
bike Jones: Mu-L
aiser Alum. Hour: Dr-L
Kraft Tv Theatre: Dr-L
ukla, Fran & Ollie: J-L
issie: A-L
ife of Riley: Sc-F
ine-Up: My-F
ine Ranger: A-F
.ux Video Theatre: Dr-L
Masquerade Party: Q-L

30.000
9.500tt

38.000
33.000
36.000
45.000
23.000
102.500
28.000
38.000U

45.000
38.000

34.000
28.000

52.000
24.000
35.000
58.000
34.000

34.000
32,000
31.000
24.000
43.000
22.000

SPONSORS AND AGENCIES

Ccn Mills, DFS: P&C. Compton

Whitehall. Bates; Brown & Wmson,
Bates; Hazel Bishop. Spector

Scott Paper, JWT

Ford, JWT

Cen Elect, BBDO

Ccn Mills. BBDO

P. Lorillard. L&N

Lipton. Y&R; Toni. North

Amer. Home Prod, Y&R; Bristol-
Myers. Y&R; Kellogg. Burnett; Pills-
bury. Burnett

Armour. FCB: Pet Milk. Gardener

L&M DFS; Sperry Rand (1 wk in 4),
Y&R

Bristol-Myers. Y&R

Johnson & Johnson. Y&R: Wildroot,
BBDO

Ccn Foods. Y&R: P&C, Crcy

R. J. Reynolds. Esty

L&M. DFS

Kaiser Alum, Y&R

Kraft. JWT

Cordon Bkng. Ayer: & co-op

Campbell Soup. 8BD0

Culf Oil, Y&R

Brown & Wm'son, Bates; P&C. Y&R

Cen Mills. DFS: Swift. Mc-E

Lever Bros, JWT

Associated Products. Crey: Knomark
i5 29 start). E. Mogul; Park & Til-
ford 'last 5 15'. E. Mogul

PROGRAM

COST

SPONSORS AND AGENCIES

Mi it the Press: I-L

7.500

Johns Manvillc. |WT. alt wks open

Millionaire: Dr-F

32.000

Colgate. Bates

* Robert Montgomery: Dr-L

52.000

S. C Johnson, NLB: Menncn Co. Crey

Mr. Adams & Eve: Sc-F

41.000

Colgate. L&N; R. J. Reynolds. Esty

♦Arthur Mun.i. Part} \ 1

• •

Purcx. E. H. Weiss Spcidel. NC&K

Name lhat Tune: Q-L

23.000

Kellogg. Burnett. Whitehall. Bates

Navy Log: Dr-F

32.000

Amer Tobacco. SSCB; US Rubber.
F D Richards

NBC News: N-L

9.500tt

American Can. Compton; Miles. Wade;
Spcrry-Rand. Y&R; Time-Life Y&R:
1 scg & 1 alt scg open

Ozark Jubilee: V-L

18.000

Amer Chicle. Bates: Williamson-
Dickic. Evans 'alt wks 10-10:30);
co-op 10:30-11

Ozzie & Harriet: Sc-F

36.000

Eastman Kodak. JWT

Panic: Dr-F

36.000

L&M. Mc-E: Max Factor. DDB

People Are Funny: M-F

24.000

R. |. Reynolds. Esty; Toni. North

People's Choii S !

34.000

Borden. Y&R. P&C. Y&R

1' • son to Person : I-L

34.000

Amer Oil. 1 Kati Hamm. Camp-
Mithun: Time-Life. Y&R

Playhouse 90: Dr-L&F

117.000

Amer Cas. L&N; Bristol-Myers BBDO:
Philip Morris. Burnett

Press I inference : 11

8.500

Corn Prod. C L Miller

Prh ite S

36.000

Lever, OB&M: Shcaffer. Seeds

Rin Tin Tin : \ ■!•'

32.000

Nabisco. Ko-E

Roj R _ ■- \-F

32.000

Ccn Foods. B&B

tz Playhonse: Dr-F

36.000

Schhtz. JWT

77th Bengal Lancer-: A-F

41.000

Ccn Foods. Y&R

Phil -

41.000

P&C. Burnett: R | Reynolds. Esty

•Sir 1 - elol : \-K

24.000

Amer Home Prod. Bates: Lever Bros.

SSCB
Quaker Oats. WBT

Sgt. Preston: A-F

32.000

•Talent and production costs are carried by A Murray

Listing continues on page 52

Index continued... Sponsored Nighttime Network Programs 6-11 p.m.

PROGRAM

COST

SPONSORS AND AGENCIES

* Dinah Shore: Mu-L
$64,000 Challenge: Q-L
$61,000 Question: Q-L
•Red Skelton: C-L&F
- R.O. Playhouse: Dr-F

(5 II Mart)
Gale Storm Show: Sc-F

Studio One: Dr-L
Ed Sullivan Show: V-L
Sunday News Special: N-L
Telephone Time: Dr-F
This Is Galen Drake: V-L
This Is Your Life: D-L
Dannv Thomas: Sc-F
To Tell The Truth: Q-L
Treasure Hunt: Q-L
•TV Playhouse: Dr-L

20th Century Fox: Dr-F
Twenty-One: Q-L
U.S. Steel Hour: Dr-L

22,000
32,000
32,000
48,000
11.500

39,500

55,000
69,000
9,500
31,000
15,000
52,000
36,000
22,000
21,000
52,000

110,000
30,000
58,000

Chevrolet, Camp-Ewald
P. Lorillard, Y&R; Revlon, BBDO
Revlon, BBDO

S. C. Johnson FCB; Pet Milk, Cardner
Whitehall (5/11 start), Bates: Helene
Curtis (5 18 start), Ludgin

Nestle, B. Houston; Helene Curtis,
Weiss & Celler

Westinghouse, Mc-E

Lincoln-Mercury, K&E

Pharmaceuticals, Klcttcr

Bell. Ayer

Best Foods, Guild, Bascom & Bonfigli

P&C, B&B

Armour, FCB; Kimberly-Clark, FCB

Pharmaceuticals, Kletter

Mogen David, Weiss & Celler

Alcoa, Fuller, Smith & Ross; Good-
year, Y&R

Revlon, C. J. LaRoche

Pharmaceuticals, Klcttcr

U.S. Steel, BBDO

PROGRAM

COST

The Vise: Dr-F
Voice of Firestone: Mu-L
Mike Wallace: I-L
Wednesday Fights: Sp-L

19,500
24,000
15,000
45,000

Lawrence Welk: Mu-L
Welk Top Tunes: V-L
Wells Fargo: A-F
West Point: Dr-F
What's My Line: Q-L

14,500
16.500
38,500
40,000
28,000

Jonathan Winters: C-L
Wire Service: Dr-F

12,500
77,000

Jane Wyman Show: Dr-F
You Are There: Dr-F

27,000
37,000

(5/12 start)
You Asked For It: M-F
You Bet Your Life: Q-F
Loretta Young Show: Dr-F
Your Hit Parade: Mu-L

14,000
51,750
40,000
46,000

Zane Grey Theatre: Dr-F

45,000

SPONSORS AND AGENCIES

Sterling Drug, DFS

Firestone, Sweeney & James

Philip Morris, Ayer

Mennen, Mc-E; Pabst (last 5 29),

Burnett; Miles (6,5 start), Wade
Dodge, Grant

Dodge & Plymouth, Grant
Amer Tob, SSCB; Gen Foods, Y&R
Gen Foods, B&B
Helene Curtis, Ludgin; Sperry-Rand,

Y&R
Lewis-Howe, DFS
Miller Brewing, Mathiesson; R. J.

Reynolds, Esty; % sust
P&C, Compton
Prudential, Reach, McClinton

Skippy Peanut Butter, GBB
DeSoto, BBDO; Toni, North
P&G, B&B & Compton
Amer Tobacco, BBDO; Warner Hud-
nut, SSC&B
Ford, JWT; Cen Foods, B&B

Sponsored Daytime Network Programs 7 a.m. -6 p.m.

PROGRAM

COST

As the World Turns:

S-L

$ 3,400tt

Baseball Game of Week:

Si, I

Big Payoff: Q-L

6,000tt

Brighter Day: S-L

10,000 wk

Capt. Gallant: A-F

31,000

Comedy Time: Sc-F

rerun

Bob Crosby: V-L

Detective Diary: A-F

8.000

Edge of Night: S-L

17,000 wk

Five Star Comedy: J-L&F

6,000

(S 18 start)

Fury: A-F

33,000

Arthur Godfrey: V-L

4,150tt

Guiding Light: S-L
Gumby: J-L
•Heckle & Jeckle: J-F
Howdy Doody: Ju-L

It Could Be You: Q-L

Art Linkletter: V-L

Love of Life: S-L
Lone Ranger: A-F
Major League Baseball:
Sp-L

Medical Horizons: D-L
Mickey Mouse Club: J-F

Mighty Mouse: J-F
Modern Romances: S-L

3,150ft

10,000 wk
3,500tt
6,000

24,000

3,000tt

4,000tt

10,000 wk
18,000

22,000
5,040 to
6,300tt

20,000
2,700ft

SPONSORS AND AGENCIES

P&C, B&B

Falstaff Brewing, DFS; Amer Safety
Razor, Mc-E; Philip Morris, Burnett
Colgate, Houston
P&C, Y&R
Heinz, Maxon

Kraft, JWT; Lever, BBDO; Welch, R.

K. Manhoff; Wesson, Fitzgerald; 5

segs & 1 alt seg open
Best Foods, DFS, Ludgin; Gen Mills,

Knox-Reeves; Gerber, D'Arcy; P&G,

Wesson, Fitzgerald; SOS, Mc-E;

Swift, Mc-E, JWT; Toni, North;

P&G, B&B; 1 seg & 1 alt seg open
Sterling Drug, DFS, Vi spon
P&C, B&B
)oe Lowe Corp, Paris & Peart

Cen Foods, B&B; Borden, Y&R

Bristol-Myers, Y&R; Gen Foods, Y&R;
Kellogg, Burnett; Mutual of Omaha,
Bozell & Jacobs; Norwich, B&B;
Pillsbury, Burnett; Scott Paper,
JWT; Sherwin Williams, F&S&R;
Simoniz, Y&R; Stand Brands, Bates

P&G, Compton

Sweets Co., Eisen

Sweets Co. (last 5/26), Eisen

Cont Baking, Bates; Sweets Co, Eisen;

Vi open alt wks
Amer Home Prod, Bates, Ceyer; Ar-
mour, T. Laird; Brillo, JWT; Brown
& Wm'son, Seeds; Corn Prod, C. L.
Miller; Alberto Culver, Wade;
P&C, DFS; Welch, Rich K. Manoff;
3 segs & 2 alt segs open
Campbell Soup, Burnett; Kellogg,
Burnett; Lever Bros, BBDO; Pills-
bury, Burnett; Simoniz, Y&R; Stand
Brands, JWT; Swift, Mc-E
Amer Home Prod, Bates
Gen Mills, DFS; Nestle, Mc-E
R. J. Reynolds, Esty, 14 $P°n

Ciba, JWT

Amer-Paramount, Buchanan; Armour,
Tat-Laird; Bristol-Myers, DCSS;
Coca Cola, Mc-E; Gen Foods,
FC&B; Cen Mills, Knox Reeves;
Coodrich, Mc-E; Mattel, Carson
Roberts; Miles, Wade; Minn Min-
ing, BBDO: Pillsbury, Burnett; SOS,
Mc-E; 8 segs co-op

Cen Foods, B&B; Colgate, Bates

Alberto Culver, Wade; Corn Prod, C.
L. Miller; Kraft, JWT; Sterling,
DFS: Sweets Co, Eisen

PROGRAM

COST

Garry Moore: V-L

3,600tt

Our Miss Brooks: Sc-F

Price Is Right: Q-L
Queen for a Day: M-L

Search for Tomorrow: S-L
Secret Storm: S-L
Strike It Rich: M-L
Texas Rangers: A-F

(last 5/25)
Tenn Ernie Ford: V-L

Tic Tac Dough: Q-L

True Story: Dr-L

Truth or Consequences: Q-L

Valiant Lady: S-L

Wild Bill Hickok: A-F

3,170tt
3,000tt

10,000 wk
9,500 wk
15,000 wk
18,000

3,500ft

2,500tt

18.000

3,450tf
10,000 wk

27,000

SPONSORS AND AGENCIES

Best Foods, DFS, Ludgin; Bird & Son,
H. Alley & Richards; California
Packing, Mc-E; Campbell, Bur-
nett; Gen Motors 'last 5/22),
Campbell-Ewald; Hoover, Burnett;
Johnson & Johnson, Y&R; Lever
Bros, JWT; Nestle, Mc-E; Pitts-
burgh Plate Class, Maxon; SOS.
Mc-E; Staley, R&R; Swift, JWT,
Mc-E; Toni, North; Yardley, Ayer;
2 alt segs open

Best Foods, DFS; Gerber, D'Arcy;
Johnson & Johnson, Y&R; Nestle,
Mc-E; 5 segs open & 5 alt segs
open

Lever Bros. BBDO; 9 segs open

Amer Home Prod, Bates, Ceyer; Bor-
den, Y&R; Brown & Wm'son, Seeds;
Corn Prod, C. L. Miller; Dixie Cup,
Hicks & Greist; Mennen, Mc-E:
Miles, Wade; Minn Mining, BBDO,
P&G, Compton; Sandura, Hicks &
Creist: Stand Brands. Bates; Sun-
kist. FCB; Toni, North

P&C, Burnett

Amer Home Prod, Bates

Colgate, Bates

Cen Mills, Tat-Laird; Sweets Co, Eisen

Brown & Wm'son, Seeds; Dixie Cup,

Hicks & Creist; Miles, Wade;

Stand Brands, Bates; 4 segs & 1 alt

seg open
Church & Dwight, JWT; Kraft, JWT;

Minn Mining, BBDO; P&G, DFS;

Stand Brands (5 28 start), Bates;

Sweets Co (last 5 '21), Eisen; Toni.

North; 2 segs open
Sterling Drug, DFS, Vz sp°n
Lever Bros, BBDO; 8 segs open
Cen Mills, DFS; Nestle, Mc-E; Stand

Brands, JWT; Toni, Tatham-Laird;

Wesson. Fitzgerald
Kellogg, Burnett

Specials and Spectaculars
for 11 May-7 June

* Chevy Show: V-L
Billy Graham: ML

Palm Beach Golf
Championship: Sp-L
Preakni-": Sp-L
•■Producers' Showcase:

Dr-Mu-L
*Sat Color Carnival: Dr-Mu-T.

See Ii Now: D-F
This Is Defense: D-L
•Washington Square: V-L

Wide Wide World: M-L

$145,000

once only

once only
320,000

250.000

125.000
once only
125.000

195.000

Chevrolet, Camp-Ewald — 5 17, 6 2
B. Craham Evangelistic Asso. Walter

F. Bennett — 6 1
Gillette. Maxon — 6 2

Cillette, Maxon— 5 18
RCA-Whirlpool, K&E; John Hancock
(last 5 27), Mc-E— 5 27

Mc-E-
K&E;

Oldsmobile,

RCA-Whirlpool,

Brother— 5 11
Pan Am, JWT— 6 2
Westinghouse, F&S&R— 5 19
Helene Curtis, Ludgin: Royal McBee,

Y&R— 5 20. 6 4
Cen Motors. Brother & Camp-Ewald

1 oil J #/#//#/ i*ii<h A Perfect II of*### Series Hum**

II 1 T NIELSEN PROVES

Station

NIELSEN NCS NO. 2
NOVEMBER, 1956

WKZO-TV

STATION B

No. of

TV Homes

In Area

DAYTIME

Weekly
NCS
Circ.

633,120 421,820
512,980 310,720

Daily
NCS
Circ.

292,720

NIGHTTIME

Weekly Daily

NCS NCS

Circ.

Cir

464,530 378,080

203,170 348,140 278.660

YOU NEED WKZO-TV

TO STRIKE THEM OUT IN

KALAMAZOO-GRAND RAPIDS!

November, 1956 Nielsen figures left show thai WKZO-
TV is the top buy in one <>f America's top-20 television
markets. In fact, WKZO-TV delivers more riewersnight-
ii ne DAILY than the second station delivers MONTH-
LY, day or night '.

WKZO-TV is the Official Basic CBS Television Outlet
for Kalamazoo-Grand Rapids and Greater Wesl
Michigan. It serves over 600,000 television families in
29 Western Michigan and Northern Indiana count

WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN. NEBRASKA

Associated with
WMBD RADIO — PEORIA. ILLINOIS

100,000 WATTS • CHANNEL 3 • 1000 TOWER

Kalamazoo - Grand Rapids and Greater Western Michigan
Avery- Knodel. Inc.. Exclusive National Representatives

'Don l.arsni nf the Yankee* ilitl it <<;i October ft. 1956,

5. SPOT TELEVISION BASICS

The 155 companies listed here include all clients who spent
$50,000 or more in term- of j^ross time for I.D.'s during
1956. Data is supplied by TvB from material put together
by N. C. Rorabaugh Co. Total spending on I.D.'s last year

came to nearly $47 million or nearK 12' , of the $398 mil-
lion spent in spot tv during 1956. All brands shown used
I.D.'s but the $50,000 cut-off refers to total spending by
the company. Material is from TvB's first annual report.

HERE ARE 155 FIRMS WHO SPENT $50,000 OR MORE ON I.D.'S IN 1956

American Tobacco Co.
Hit Parade Cigarettes
Lucky Strike
Cigarettes
Pall Mall Cigarettes

Anderson, Clayton fc Co.
Meadolake Margarine
Mrs. Tucker's

Margarine
Mrs. Tucker's

Shortening

Associated Products,
Inc.

5 Day Deodorant Pads

Avoset Co.

Avoset Dairy Cream
Qwip Whipped Cream

B. T. Babbitt Co., Inc.

BAB-0 Cleanser
Cameo Cleanser
Glim Detergent

Baird's, Mrs., Bakery
Baird Bread

Best Foods, Inc.
Gold Plate Foods
Hellmann's Mayonnaise
Nucoa Margarine
Rit

Blatz Brewing Co.
Blatz Beer
Triangle Beer

Blumenthal Bros. Choc.
Co.
Candy

Borden Co.
Borden's Inst. Coffee
Dairy Products
Ice Cream

Brown & Haley

Candy Bars

Brown & Williamson
Tobacco Co.
Kool
Raleigh
Viceroy

Burgermeister Brewing
Corp.

Burgermeister Beer

Burrus Mills, Inc.
Lightcrust Cake Mix
Lightcrust Flour
Lightcrust Shortening

Burry Biscuit Corp.
12 Treat Ice Cream
Cookies

Carting Brewing Co.,
Inc.

Carling's Black Label

Beer
Carling's Red Cap Ale
Stag Beer
Carter Products, Inc.
Arrid Deodorant
Nair
Rise Shaving Cream

Carvel Co.

Ice Cream

Chrysler Corp.

All Chrysler Corp.,

Cars
Chrysler Cars
Plymouth Cars

Chunky Chocolate Corp.
Chunkies Candy

Coast Federal Sav &
Loan Assoc.

Coca-Cola Co. /Bottlers

Buck Beverage
Coca-Cola

Colgate-Palmolive Co.

Ajax Cleanser
Brisk Dentifrice
Colgate Bar Soap
Colgate Dental

Cream
Colgate Lustre Net
Halo Shampoo
Merry Detergent
Palmolive Shave

Cream

Colonial Baking Co.

Bread

Colonial Stores, Inc.

Food Stores

Columbia Baking Co.
Champ Bread
Hollywood Bread
Southern Bread
Southern Cake

Commercial Solvents
Corp.

Norway Anti-Freeze
Peak Anti-Freeze

Continental Baking Co.
Hostess Cakes
Morton Frozen Foods
Profile Bread
Staff Bread

Continental Baking Co.

Twinkies
Wonder Bread

Cream of Wheat Corp.
Cream of Wheat

Dairymen's League Co-Op
Dairylea Dairy

Products
Dairylea Ice Cream

Delta Air Lines, Inc.

Democratic Party

Donnelly, Reuben H., Co
Yellow Pages

Dormin, Inc.
Pellex

Drackett Co.

Drano Cleanser
Windex Cleanser

Duffy Mott Co.

Apple Products

Duncan Coffee Co.

Admiration Coffee Inst.
Admiration Coffee Reg.
Admiration Coffee

Inst. /Reg.
Maryland Club Coffee

Inst.
Maryland Club Coffee

Inst./Reg.
Maryland Club Coffee

Reg.

Du Pont, E. I.,
De Nemours

Duco Paints
DuPont Car Wax
DuPont Safety Wax
Institutional
Rosebush Insecticide
Zerex & Zerone
Anti-Freeze

East Ohio Gas Co.
Appliances

Fanny Farmer Candy
Shops

Fleetwood Coffee Co.

Fleetwood Coffee-
Instant

Fleetwood Coffee
Inst. Reg.

Fleetwood Coffee-
Regular

Florida Citrus
Commission

Citrus Products

Folger, J. A., I Co.

Folgers Coffee Inst.
Folgers Coffee

Inst./Reg.
Folgers Coffee Reg.

Ford Motor Co.
Ford Accessories
Ford Cars
Ford Trucks
Lincoln Cars
Mercury Cars

Frito Co.

Champion Foods

Cheetos

Chili

Fritos

Tatos

G. H. P. Cigar

El Producto Cigars
La Palina Cigars

Gallo Winery E. I J.

Burganday Wine
Gallo Wine
Sherry Wine

General Baking Co.

Biscuits
Bond Bread
Grossinger's Rye Bread

General Electric Co.
G.E. Washing

Machine
Hotpoint TV Sets
Telechron Clocks

General Foods Corp.

Birdseye Frozen

Foods
Birdseye Frozen

Poultry
Bliss Coffee

Inst. Reg.
Bliss Coffee Reg.
Gaines Dog Food
Good Seasons

Salad Dress.
Jello Gelatin

Dessert
Jello Puddings
Kool Aid
Maxwell House

Coffee Inst.
Maxwell House Coffee

Inst./Reg.
Maxwell House

Coffee Reg.
Post Toasties
Post's Cereals
Post's Sugar Crisp
Sanka Coffee Inst.
Swansdown Cake

Flour
Swansdown Cake

Mix
Yuban Coffee

Inst. Reg.

General Mills, Inc.
Betty Crocker

Cake Mix
Betty Crocker

Pancake Mix
Betty Crocker

Waffle Mix
Cheerios

Drifted Snow Flour
Gold Medal Flour
Sperry Pancake Mix
Sperry Waffle Mix
Sperry Wheathearts
Surechamp Dog Food

General Motors Corp.
All G.M. Cars
Buick Cars
Chevrolet Cars
Chevrolet Trucks
Frigidaire

Appliances
Oldsmobile Cars
Pontiac Cars
Saginaw Power

Steering

Goetz, M. K.,
Brewing Co.
Country Club Beer
Goetz Beer

Golden Mix, Inc.
Pancake Mix

Great A & P Tea Co.
A & P Food Stores

Grove Laboratories,
Inc.
Bromo-Quinine
Cold Tablets
Citroid
4 Way Cold Tablets

Haberle Congress
Brewing
Ale
Beer

Hall. Robert Clothes

Hammer Beverage

Co. ■Bottlers
Ginger Ale
Soft Drinks

Hand, Peter,
Brewing Co.

Holsum Baking'Bakeries
Bread
Crackers & Cookies

Hood Chemical Co.
EZ Bleach
EZ Starch
Hood Bleach
Hood Starch
33 Bleach
Zero Cleanser

Channel Z

tuns tinjs around...

*" At

the Utod of 4fdk and Homui

... and nearly a million people
live within that "B" ring!

YejrBigget'n Baltimore!

I.. MHO '(.I. ION

SPONSOR • 11 M \Y 195*3

5. SPOT TV BASICS continued

Hudson Pulp & Paper
Corp.

Paper Napkins

Illinois Meat Co.

Broadcast
Canned Meats
Imperial Sugar Co.

Brown Sugar

Cane Sugar
International Salt Co.

Sterling Salt
Ireland's Chili Co.

Barbecue Sauce

Chili

Pit Bar BQ

Sauces

J. F. G. Coffee Co

JFG Coffee Inst.
JFG Coffee Inst Reg
JFG Coffee Reg

Jenney Mfg. Co.
Gas & Oil

Jewell. J. 0., Inc.
Jesse Jewell's
Frozen Chicken

Jewel Tea Co., Inc.

Jewel Foods

Kellogg Company
Special K Cereal
Various Kellogg
Cereals

Koester's Bakery

Bread

Kroger Co.
Food Stores

Krueger, G., Brewing Co.
Krueger Ale
Krueger Beer

Kuner-Empson Co.

Canned Foods

Lanvin Parfums, Inc.
Lanvin Perfumes

Leeming, Thomas, & Co.,
Inc.
Ben-Gay

Leslie Salt Co.
Salt

Lever Brothers Co.
Dove Toilet Soap
Imperial Margarine
Surf Detergent
Wisk

Liggett & Myers
Tobacco Co.
Chesterfield
L&M

Lone Star Brewing Co.
Lone Star Beer

Lorillard, P., & Co.

Kent Cigarettes
i el Cigars
Gold Cigarettes

'.ager Brewing Co.
ky Lager Beer

Ludens, Inc.
Cough Drops
Fifth Ave. Candy Bars

M. J. B. Co.

MJB Coffee Instant
MJB Coffee Inst. Reg
MJB Coffee Regular
MJB Rice
MJB Tea Reg.
Tree Tea Reg.

Marathon Corp.
Northern Napkins
Northern Tissues
Northern Towels
Paper Products
Waxtex

Martin Oil Co.

Martin Oil

Max Factor & Co.
Max Factor
Cosmetics

Meads Baking Co.
Dottie Lee Bread
Meads Bread

Michigan Auto Club

Miles Laboratories, Inc.
Alka-Seltzer
Bactine
One-A-Day Brand

Vitamins
Tabcin

Miller Brewing Co.
Miller High Life Beer

Morris, Philip, & Co.
Marlboro
Parliament
Philip Morris
Spud

National Biscuit Co.

Dromedary Foods
Home Town Bread
Millbrook Bread
Nabisco Cookies &

Crackers
Nabisco Shredded

Wheat
NBC Bread
Pal Dog Foods

National Brewing Co.

National Bohemian

Beer
National Premium Beer

National Dairy Products
Kraft Cheese
Kraft Cottage

Cheese
Kraft Mayonnaise
Kraft Orange Juice
Kraft Parkay

Margarine
Kraft-Various

Products
Sealtest Dairy

Products
Sealtest Ice Cream

Nehi Corp/Bottlers

Nehi

Par-T-Pak

Royal Crown Cola

Nestle Co., Inc.

Decaf Instant Coffee
Nescafe Instant

Coffee
Nestle's Chocolate

Bars
Nestle's Cookie Mix
Nestle's Instant

Coffee

Ohio Provision Co.
Meat Products

Orkin Exterminating Co.
Pest Control

Ortlieb, Henry F., Co.
Ortlieb Beer

Pabst Brewing Co.

Eastside Beer
Pabst Beer

Peoples Gas, Light &
Coke Co.

Utilities

Pepper, Dr., Co. /Bottlers

Nu Grape Soft Drinks
Dr. Pepper Soft Drinks

Pepsi Cola Co. /Bottlers

Pepsi-Cola

Petri Wine Co.
Italian Swiss Colony

Wine
Petri Wine

Pfeiffer Food Prod. Inc.

Salad Dressing

Plough, Inc.

Mexsana Heat Powder
Mexsana Skin Cream
St. Joseph Aspirin

Prescott, J. L., Co.

Dazzle Bleach
Dazzle Starch

Procter & Gamble Co.

Biz Liquid

Detergent
Big Top Peanut

Butter
Cheer
Comet
Crest
Dash
Duz
Gleem
Ivory Flakes
Jif Peanut Butter
Joy

Lava Soap
Lilt Home

Permanent
Oxydol

Prell Shampoo
Spic & Span
Velvet Blend

Shampoo

Radio Corp. of America

RCA Appliances
RCA Radio & TV Sets

Reader's Digest Assoc.

Reader's Digest
Magazine

Republican Party

Revlon, Inc.
Cosmetics
Lipstick

Nail Polish
Satin-Set Pin Curl

Spray
Silicare Baby Lotion
Silken Net Hair Spray

Reynolds, R. J., Tobacco
Co.

Camel

Reynolds,
Cavalier
Salem
Winston

Rheas Bakery
Baked Goods

Ritchie, Harold F., Inc.

Brylcreem

Eno Effervescent

Roto-Rooter Corp.

Plumbing Tool

S. S. S. Co.

Neurabalm
S. S. S. Tonic

Safeway Stores, Inc.
Captains Choice Frozen

Fish
Cragmont Beverages
Dairy Products
Food Stores
Guthrie Cookies
Jane Arden Cookies
Lucerne Milk
Poultry

Royal Satin Shortening
Skylark Bread

Salada Tea Co., Inc.

Salada Tea

Sardeau, Inc.
Sardo Bath Oil

Schaefer, F & M,
Brew. Co.

Schaefer Beer

Schlitz, Jos. E., Brewing
Co.

Schlitz Beer

Schonbrunn, S. A., &
Co., Inc..

Savarin Coffee Reg.

Scripto, Inc.

Scripto Pencils
Scripto Pens

Sealy Mattress Co./Dlrs.
Sealy Mattresses

Seeman Brothers, Inc.
Airwick
White Rose Coffee

Reg.
White Rose Tea Reg.

Serta Assoc,
Inc. /Dealers

Mattresses

Seven-Up Co. /Bottlers
Seven-Up

Smith Brothers, Inc.

Cough Drops

Speedway Petroleum
Corp.
Speedway 79 Gas

Standard Brewing Co.
Erin Brew Beer
Standard Ale
Standard Beer

State Line Potato Chip Co.
Potato Chips

Statler Tissue Corp.
Statler Paper
Statler Tissues
Towels

Sterling Drug, Inc.
Dr Caldwell's

Laxative
Energine

Sterling Drug, Inc. (continued)

Fizrin

MoNe Shaving Soap

Phillips Milk

of Magnesia
Z B T Baby Powder

Studebaker-Packard
Corp.

Packard Cars
Studebaker Cars

Superior Provision Co.
Meats

Sweets Co. of
America, Inc.
Tootsie Rolls

Tea Council of U.S.A.
Tea Promotion

Terry Foods Co.
Terry Frozen Foods

Tetley Tea Co., Inc.
Tetley Tea Regular

Time, Inc.
Life Magazine

U. S. Tobacco Co.
Encore

United Vintners, Inc.

Italian Swiss Colony

Wine
Margo Wine
Petri Wines

Vick Chemical Co.

Inhalers

Sof-Skin Hand Cream
Vicks Cough Drops
Vicks Cough Syrup
Vicks Vaporub
Vicks Vatronol

Ward Baking Co.
Aunt Hannah Bread
Tip Top Bread
Tip Top Cakes
Ward's Bread

West End Brewing Co.
Utica Club Ale
Utica Club Beer

Whitman, Stephen F.,
& Son
Whitman's Candy

Wilkins Rogers Milling Co.
Washington Flour

Williamson-Dickie Mfg.
Co.
Dickie Work Clothes
Mens' Sport Clothing

Wise Potato Chip Co.
Potato Chips

Wrigley, William Jr., Co.

Doublemint Gum
Spearmint Gum

Zippy Products, Inc.
Zippy Liquid Starch

.10

.re you have seen the i

•

bied that LC ■ -

Lod PULSE hows that ' .

m peri " . ,

like . en guilty of mi -

c , ' ze the ows i

Lod. the

• -

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"ings

sor.e cons-" '

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•
•
•

WTAL

WCTV

WPTV

WKTG

WTYS

t270 KC

CH. 6

CH. 5

N KC

1340 KC

TALLAHASSEE

TALLAHASSEE • THOMABVILLE

MASVILLE

FLORIDA

FLORIDA GEORGIA

FLO'

GEORGIA

FLt 5

SPONSOR ASKS

What are the ingredients of an effective I.D.™

Gene Callivan, copy supervisor, Foote,

Cone & Belding, Chicago
An I.D. has one of the toughest rows
to hoe in advertising. It is sandwiched
in between shows. Usually, in between
commercials. It has a restive, if not a
retreating, audience to capture. \\ ith
eight-seconds of video time, six-sec-
onds of audio to do it. 1 10 video,
eight-audio, if you share the screen
with station call letter-. '

Yet, manv of the most memorable

1 ^tnm^^^

Mi*

"remembei

only one
idea"

commercials on tv today are I.D.'s.
Right now, you can think of five in
five seconds time. And remember their
selling messages as well!

What makes them stick? High fre-
quency? Of course. But the main rea-
son an effective I.D. registers its selling
idea is, I think, that it asks you to re-
member onlv one idea.

In every effective I.D., too, there is
a surprise. This may be a visual trick,
a sound effect, an unusual voice, or a
snatch of a tune. Something that gives
it a personality different from the com-
mercials surrounding it. Something to
linger with the viewer — and add to the
I.D.'s impact the next time he sees it.
In good I.D.s this surprise element is
not merely an added effect; it is an
aspect of the one idea being promoted.

In a recently completed I.D. for
Kool-Aid, we singled out as our one
idea, the Kool-Aid selling line "a ~>< s
package makes 2 quarts." We said it
in words, we said it with a super — and
we said it with the illustration on the
screen for the dominant part of the
time — a frosted, two-quart pitcher
filled with Kool-Aid. The surprise?
The pitcher (already quite well known
in tv circles for its ability to speak

and sing) does a little rock and roll
dance, accompanied voice over by
children singing a new and catchy
jingle which will have a wide airing
on tv this summer.

Judson H. Irish, senior vice president
and copy chief, Ogiliy, Benson & Mather,

New York
Herb Gunter of Ted Bates has said,
"Spot tv makes the toughest require-
ments on the copy writer." He is dead
right — and the shorter the tv spot, the
tougher the assignment becomes.

And the shortest of all is the I.D.
Eight seconds of video. Six seconds of
audio. The smallest, crudest assign-
ment a writer can tackle.

The problem is easier, however, if
certain basic facts are kept in mind.

1. Don't try to do too much. If
you can get the product name across
plus one sales point, you've done a hell
of a good job.

2. Make the video work hard — even

"' Make the
video work
hard"

harder than in a one-minute commer-
cial. You must capture a viewer at
the most difficult possible time — be-
tween shows. You must hold the view-
er through your eight seconds. You
must penetrate with your product
name plus one sales point.

3. Don't talk too much. It is possi-
ble to say 16 words in six seconds —
but it is not advisable. Treat your au-
dio as a picture caption. Presumably
you have created a striking visual
treatment of your selling story. Just
explain it in your audio — in the fewest
and best chosen possible words. Keep
vour sentences short, simple, primer-
like. Tie them in with vour video so

tightly that audio and video become a
single unit.

4. Make every possible use of fa-
miliar visual symbols of your product.
Commander Whitehead works well in
Schweppes I.D.'s. First he attracts at-
tention. Second, his image transmits
to the viewer's mind "Schweppes,
Schweppes, Schweppes . . . Quality,
Quality, Quality." Willie the Penguin
says Kool. And so on.

5. Don't expect too much. An I.D.
is a rifle bullet — not a hydrogen bomb.
You can hit only one idea, but right
between the eyes.

6. Don't be subtle.

You can follow all these rules and
fail miserably. Your I.D. will only be
as good as the selling idea you have
chosen to demonstrate.

Frank Dennis, C. J. LaRoche, Inc.,

A eu ) ork
There are no rules! When "rules"
start to dictate the design and con-
struction of a tv commercial, be it an
I.D. or a full-length job, that's when
mediocrity sets in. sameness sets in,
and viewers apathy and disinterest
start.

Specifically, an I.D. is a challenge
to ingenuity to make it different, com-
pelling, attention-commanding, — in
other words, make it effective. An I.D.
has to register the product name and
chief attribute in an indelible manner
in an instant. These are not rules. Thev

"good rules:
enough time
and money"

are objectives. And they are not easv
to achieve. In fact, creating an effective
I.D. is probably the most difficult job
for a creative department. And what
makes it so difficult is the usual lack of

SPONSOR

11 MAY 1957

production monej and time. Because
ii a a \i-i\ -li< > 1 1 spot, the ordei comes
through ". . . and do it cheap. It's onl)
.in lit' So an I.I ). i- diliv ered and
"ii looks cheap" . . . devoid ol sparkle.
II Mm must have "rules," li< >w
in answer the question posed, how
aboul "enough money" and "enough

time." In fact, they're prettj g I

"rules" for all commercials.

Wm. Philip Smith, v.p. m

radio & If. ( Inirlrs II. Il.nl < ■■ . \,„ ),,,/.

I In- mosl important thing to considei
before producing an effective I.D. is
in determine hoM well known mum
product is in the public eye. If it is a

new <mc. you will have l<> condense a

number of selling points into 1<> sec-
onds a mighty difficult thing to do.
Better here t" be realistic and face the

client wilh "onl) one Belling point at

a time please."

If your product i> well known, you
have no Buch problem as above. You
just need a good idea and you have to
present it correctly. You ha\e a choice
ol a lull screen I.I), or a shared screen

"IJ).'s (ire

reminder

advertising"

I.D. We at our agency prefer the full
screen. It gives undivided attention to
the product and in the long run prov€s
Ii BS COStly to the client. Call letters in-
serted on shared screen I.D.'s can be
might) costlj in 50 to 60 cities.

In preparing the actual I.D., we
start with the story board and talk
over our problems with the actual pro-
ducer.

\\ e like musical elTects — hut not
just for the sake of having them. In
most cases, in keeping with our prin-
ciples of planned advertising, we tr\
to tie in with newspaper, magazine and
radio advertising. At best I.D.'s are
reminder advertising. We feel that on
television the story should he told in a
one-minute or 20-second spot and re-
minder in 10 seconds.

Above all — and this goes hand-in-
hand with the basic idea — is product
identification. A clear, true picture of
the product must be shown at least
once during the I.D. If it can be sus-
tained throughout — much better. ^

NEWS COVERAGE
Helps MAKE

K-NUZ No.1

Radio Station in Houston

Big Mike X99

Big Mike No. 1

r*T

Big Mike No. 2

Big Mike No. 3

plus

Houston's Largest News Staff
(6 FULL-TIME NEWSMEN)

MAKE K-NUZ 1st in NEWS

No. 7 in Hooper, Pulse, Nielsen
and Cumulative Pulse

HOUSTON'S 24 HOUR MUSIC AND NEWS

National Reps.: Forjoe & Co. —

New York • Chicago • Los Angeles •
San Francisco • Philadelphia • Seattle

Southern Reps.:

CLARKE BROWN CO.—

Dallas • New Orleans • Atlanta

IN HOUSTON, CALL DAVE MORRIS, jAckson 3-2S81

SPONSOR

11 MAY 1957

A city is vibrant. A city grows. But the heart of a city never changes. At WCAU, we're
proud of our Philadelphia tradition and this month, our 35th Anniversary, we are honoring
all the yesterdays that have served us so well. Some of us can still see the long parade of
personalities associated with WCAU. Al Jolson sang his first song on radio over WCAU,
Fred Allen made his first radio appearance with us. Paul Douglas, Ezra Stone, Boake Carter,
Henry Morgan, Wilbur Evans, all began bright careers at WCAU.

Yes, we have grown since we were issued our first broadcast license in 1922. And our
50,000 watts aren't the real measure of growth. It's the long list of public service awards —
the confidence of advertisers that helped make 1956 the greatest in our history. But, most
of all, it's the acceptance we enjoy in the 2 million homes in 47 counties to which each day
we bring news, information and entertainment.

WCAU

Philadelphia

riixIJli \3 The Philadelphia Bulletin Radio Station.
Represented nationally by CBS Spot Sales.
By far Philadelphia's most popular station. Ask Pulse. Ask Philadelphians.

SPONSOR

11 MAY 1957

I.l\ listing "i ' hat
advertising and broadcast fields

NEW AND R

NEW ON RADIO NETWORKS

SPONSOR

California Packing, SF

Columbia Pictures. NY

Columbia Pictures, NY

Columbia Pictures. NY
Evinrude Motors. Milwaukee
Ex-Lax. Brooklyn

Ex-Lax. Brooklyn

Ex-Lax, Brooklyn

Ex-Lax. Brooklyn

Ccneral Mills. Minneapolis

Cillcttc. Boston
Cillcttc. Boston
Cillcttc. Boston
Kendall Co. Chi

Lanvin Parfums, NY

Pontiac Div — CM, Pontiac, Mich

AGENCY

Mc-E. SF

Donahue & Coc. NY

Donahue & Coe. NY

Donahue & Coe. NY
Cramcr-Krasselt. Milwaukee
Warwick & Lcgler. NY

Warwick & Lcglcr, NY

Warwick & Lcgler, NY

Warwick & Lcglcr. NY
DFS. NY

Maxon. Detroit
Maxon. Detroit
Maxon, Detroit
Leo Burnett. Chi

North. NY

MacManus. J & A. Bloom-
field Hills. Mich

Princeton Knitting Mills, NY Ehrlich, Neuwirth & Sobo,

NY
BBDO. NY

Reader's Digest. Plcasantvillc. NY

STATIONS

NBC 188

NBC 155

NBC 173

NBC 158
NBC 158
NBC 170

NBC 173

NBC 176

NBC 158
NBC 158

CBS 204
CBS 202
CBS 202
CBS 201

CBS 20

NBC 188

NBC 158
CBS 201

PROGRAM, time, start, durotion

News on the Hour, M-F 7 jm II pm \ spon; 20 Miy;

26 wks
Bandstand; M-F 1030-11 pm. II 05 12 n one mm parties.

24 |unc; 3 wks
People Arc Funny; W 8:05-830 pm . one mm parties, 24

|un. 3 wks
Monitor; one mm parties; 24 |u
Monitor: 5 onc-min parties per wkend 21 lu*-
Crcat Cildcrslccvc; Tu 8 05-8:30 pm I partir

Apr; 34 wks
People Arc Funny; W 8 05-8 30 pm ; 1 pjrtic . • ..

Apr; 34 wks
One Man's Family; M F 7 45 8 pm I pan Mr wt JO Apr;

34 wks
Monitor, 1 partic per wk ; 30 Apr, 34 wks
Monitor; 5 onc-min & 5 thirty sec parties each w»

both Fibber McCec O Bob Ray segs 1 June 52 « •
Kentucky Derby; Sa 5 15-5 45 pm 4 May only
Prcakncss: Sa 5:30-6 pm: 18 May only
Belmont; Sa 4 30-5 pm. 15 June only
Arthur Godfrey 10 45-11 am. 28 June. 30 Aug only Th

10:30-10:45 am; 4 |uly; 10 wks
Stock Market News; M F 6 10-1 15 pm . 15 Apr; 9 wks

News on the Hour; M-F 7 am-11 pm ' 4 spon; 29 Apr 3 wks

Monitor; parties in 10 Bob & Ray segs each wkend; 20 July:

7 wks

Arthur Codfrey; W 10:15-10 30 am; 24 Apr; 26 wks

BROADCAST INDUSTRY EXECUTIVES

NAME FORMER AFFILIATION

Perry B. Bascom Westinghousc Broadcasting. NY. eastern sis mgr

Ccorge Bowe WTIC, Hartford, production mgr

Kent Burkh.irt . KXOL. Fort Worth, program dir

Robert C. Burris K|BS. SF. sis exec

Neil Cline WHAS. WHAS-TV, Louisville, stns mgr

|im Coryell WINZ. Miami

Chalmers Dale CBS Tv, NY, super broadcast film operations — film si

dept

Ccorge H. Crccn WATV. WAAT. Newark, program mgr

Ceorge Hobkirk KIBS. Bishop, Cal. acting stn mgr

Warren D. Johnson Ccneral Outdoor Advtng, Chi, sis engineer

Lester Locb WMCM. NY

Robert Macdougall WATV, WAAT. Newark, educational dir

Helen Nugent WKRC, Cin. "Helen Nugent Show'

Ed Paul WERE, Cleve. merch

Robert O. Paxson KTVH. Wichita-Hutchinson, local & regional sis mgr

Ceorge Rice WABC-TV. NY, program dir

Yale Roe WBKB, Chi, merch mgr

Dean Shaffner ABC Radio Net. NY. vp chg sis devel & research

E Charles Straus CBS Tv. Hy. asst to dir business affairs

NEW AFFILIATION

Same, nat radio sis mgr

WTIC-TV. Hartford, production mgr

WQAM, Miami, program dir

KSAN. SF, gen mgr

Henry I Christ al Chi. office mgr

WQAM. Miami, sis

Same, asst mgr — film services dept

Same, dir publicity promotion & advtng

K-ACE, Riverside, Cal. program dir

WNDU-TV. South Bend-Elkhart. acct exec

ABC Film Syn. NY. acct exec

Same, public relations

Same, also WKRC-TV. dir community relations

Same, also nat sis mgr

KETV. Omaha, sis mgr

KCO-TV. SF. program dir

KCO-TV. SF nat spot sis mgr

NBC Tv Net Sales, NY dir sis ping

Same, dir talent 6 casting

ADVERTISING AGENCY PERSONNEL CHANGES

NAME

John R. Burrill
John D. Carew. Jr.
Robert E. Field
Henry C. Fownes
Harold D. Frazee
Ben Ccdalccia
Edward P. Heath
Robert W. Hocbec
L. C. Hopper
H. K. Jones

Ralph H. Major, |r.
Basil W. Matthews
James W. McFarland

FORMER AFFILIATION

Charles R. Schwab
Sherman Slade
William N. Troy
Dik W. Twcdt

Fairmont Foods. Omaha

Time, Inc . NY

MacManus. John & Adams. NY. vp chg office
Bryan Houston. NY. acct super
BBDO. NY, member plans board
Monsanto Chemical, product mgr

Conti Advtng, Ridgewood. N|, acct exec & research dir
Carpenter Advtng. Cleve. vp

Brooke. Smith, French & Dorrance. Detroit vp & dir
mktng & research

B8DO. NY. dir public relations

_Ogilvy, Benson & Mather. NY. acct exec
Crowell-Collier. NY

Dun & Bradstreet. NY. mkt ping

Dan B. Miner. LA. acct super
McGraw-Hill News Bureau, Cleve. asst dir
Kenyon & Eckhardt Chi. research dir

NEW AFFILIATION

William Schallcr W Hartford client service staff
Zimmcr. Keller & Calvert, Detroit, research dir
.MacManus. |ohn & Adams. NY. asst acct exec
Same, admin committee
Same, also vp

Same also vp chg research
Ted Bates. NY. acct exec
| M Hickcrson. NY. acct exec
Dn & Eaton. Cleve. acct super for advtng

Criswold-Eshlcman. Cleve. dir mktng & research

Same, vp chg public relations

Ruthrauff & Ryan, NY. vp & acct super

Kctchum. MacLeod & Crovc. Pitts, project mgr-^ktng £•

research dept
Kctchum. MacLeod & Crovc. Pitts, mkt research analyst
Mayers Div — C&W. LA exec vp
Dn & Eaton. Cleve. acct super for publicity
Leo Burnett. Chi. acct exec

SPONSOR

11 MAY 1957

SERVETH
North Central Wisconsin

WSAU-TV

TEMPTING

DISH FOR

ADVERTISERS

COMPRISED

OF THE

BEST INGREDIENTS

Here is the recipe:*

Mix 171,000 HOMES
with $567,064,000
RETAIL SALES.

Add $207,408,000
in GROSS FARM IN-
COME.

SERVES: 540,420 pop.

YOU CAN BUY ALL THESE
INGREDIENTS AT YOUR
LOCAL MEEKER CO. OR
HARRY HYETT STORE.

DO IT TODAY!!

►SOURCE: 1956 SRDS ESTIMATES
of Consumer Markets.

WAUSAU, WIS.

OWNED ANO OPERATED BY
WISCONSIN VALLEY TELVISION CORP

(.2

profile

Philip McHugh: Detroit-to-N. Y. commuter

I'liil M( 1 1 nuh won't go so far as to say that he's a Detroit-New
York commuter, but let's put it this way: If you happen to call
Campbrll-Kuald in New York, chances are that the agency's tv-radio
head has either just come in from Detroit or is just racing back.

The commuting that McHugh, as a good Detroiter, does between
his office and the Birmingham, Mich., home where he lives with his
wife and daughter, is alone sufficient to make any man blase about
traveling.

Commenting on Detroit as an active advertising center, McHugh
finds that the occasional inconvenience of a spread-out city is more
than compensated for by staff stability. "Our creative people seem
to stay with us longer.'

As for long-distance network negotiations? "No problem at all,"'

Give the show a chance, you might tell a dog in 13 weeks, but seldom a success

says McHugh. "On the contrary: It cuts down discussions."

Among the agency's major tv-radio accounts are Chevrolet, GM's
Delco Products Division, the United Motors Service Division,
GMAC, Goebel Brewing, to mention a few. Over the past three
years, tv and radio have accounted for an increasing percentage of
the agency's total billing. Out of total 1956 agency billings, about
28% was in air media.

New buys for Chevrolet for next fall include the hour-long Sunday
night Chevy Shotv with Dinah Shore and Pat Boone Thursdays
9:00-9:30 p.m., ABC TV.

Extremely cost-conscious, McHugh negotiated a unique contract
for the '57-'58 Chevy Show.

"We don't believe you should pay a set package price for a show."'
he told SPONSOR. "Each program's cost should depend on each
week's production. A package price very often is based on an in-
flated average. Naturallv there has to be a maximum budget, but

SPONSOR

11 may 1957

TWO TOP CBS
TWO BIG

radio stations

Southwest Markets!

ottt tow co Sr

Cot** 1 * 1 * 011 ««• Packa 9e ,

When you're making out that sched-
ule for the Southwest this sales-
winning pair of CBS stations is a
"must". TWO top stations ... in
TWO big markets ... at ONE low
combination rate. For availabilities
and rates, write, wire or phone our
representatives.

THE KENYON BROWN STATIONS

Now u ndtr on a ownarthip and m a n a ga ma nt

National Representatives JOHN BLAIR & CO.

SPONSOR • II mu 1957

You're in
good company
on WGN-RADIO
Chicago

Top-drawer advertisers
are buying WGN

Join the nations smartest
tiliie-buvers w ho select WGN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
quality at low cost even more
attractive to you.

3rd TV MARKET

PENNSYLVANIA

. . . and only WJAC-TV really
covers this rich Southwestern
Pennsylvania area. . . .

• Over a million TV homes!

• 41-county coverage with
20 key counties showing
80 to 100% coverage!

• Proved audience prefer-
ence^ — WJAC-TV leads in
7:00-11:00 P.M. periods
105 to 7 over Station "B"
. . . has 24 out of the 25
top night-time shows.

Ger full details from your KATZ man!

Agency Profile continued

other than that, each show - costs should be determined individ-
ual!) .

"Winn we set up the ('.hay Show for next \ ear, we insisted on
a particular executive producer because we felt that his inter-
esl in costs was an asset to us. I be client needs someone as well
as the agenc) holding the cosl line where network tv is concerned."

\l< Hugh feels that tv costs are the one "big caution to watch in
an otherwise fabulousl) advantageous medium."" Alreadv costs have
forced a pattern of split sponsorship, which McHugh deplores.

"Except for certain specific package goods, you need the continu-
il\ of a whole show for good client identification."" sa\s McHugh.

"We feel that a variet) show tends to give better basic sponsoi
identification and certainly better opportunity for commercial inte-
gration. You get an association between the client and the person-
ality In the case of Chevy, that's Dinah Shore, of course."

McHugh has an intriguing theor\ on the relationship between
high-cost talent and tv homes reached. He says, "We look at tv a
little as il we were bankers. We feel vou have to get value for your
investment."

Networks are anxious to drop bad shows

"For instance."" he points out, "by spending another $100.(M)0 and
adding another big name star to a varietv show, v ou might add
extra homes to your audience. That addition may even catapult you
into the top 10. but the extra S100.000 on a cost-per-home basis
ma) not be a sound advertising investment. This is a case in point
where ratings tell only part of the story."

In interpreting ratings. McHugh warns, a client must give a show
an even break. "You might tell a dog in 13 weeks but seldom a
success." Furthermore, a dramatic show takes longer to prove itself
than a variety format, he feels.

"I'm not sure shorter contracts are the answer, although we've
had that tv pe of arrangement with independent packagers. We could
decide to cancel after six or eight weeks and be off the air bv the
20th week. Where a network contract is concerned. I have found
that the network usuallv is as anxious as the client to get rid of a
bad show."

McHugh bad ample chance to delve into network operation as a
CBS director years back. He actually got into radio in 1936 while
studying at Notre Dame. At that time he did writing, directing and
announcing for several hours of programing each week from the
campus studios of WSBT, the CBS outlet in South Bend.

After leaving Notre Dame in 1938. he became an apprentice at
CBS, and continued an adult education course in radio at NYU.
Research and new program ideas were his babv when he became a
CBS staff director.

"There's a difference in responsibility between directing network
shows and being radio-tv head of an agency," McHugh told SPONSOR.
"Your perspective towards clients is different and. of course, you've
got a different relationship with the other creative members of the
production unit. I feel that having been on the network side of di-
recting. I ma) be somewhat more aware of production problems and
cosl factors than if I'd grown up in agencies throughout these
years."

"This coming year at Campbeil-Ewald, we're looking forward to
our most active network tv season."' he told SPONSOR. As fall ap-
proaches, his chances of ever getting his traveling kit unpacked are
verv slim. ^

SPONSOR

11 MAY 1957

Without M«lng I Ik- dial list<-n<iM know
when they arc tuned to WSII Itadio.

Tin indi id so md ha been a< hi*

at no loss to tin in: •. and statun

radio. It ba pl< • ■ mnd l h«- audiem «•

like- n. Elating r< fled it.

An Atlanta ad agent . exe< utive —

"I think thf different, disi h mnd "i

WSB Radio i- prool oi n - uperioi

A Gadsden, Ala., radio
"The brightest sound in town you aj I
the brightest sound anywhere. I know bet
my tuner brings in a lot oi jtatii

A competitive Atlanta radio station

executive- "Let'- lace it. The besl
sounding radio station in Atlanta i~ WSB."

Advertisers, who feel that there i- |
much "sameness" in currenl radio.
have found that the sound oi WSB is 'he
soundest buy in Georgia.

H /. /.,,.- o in../ WSB-T\ I "anfa

Journtil (in./ '

Atlanta's WSB radio
\> SOUNDS different

from any other

Georgia station

SPONSOR

11 \m 1957

National and regional spot buys
in a oil, now or recently completed

SPOT BUYS

TV BUYS

General Foods Corp., Maxwell House Div., Hoboken, New Jerse\ . is
going into selective markets in Washington, Oregon and California
for its Yuban coffee. Six-week campaign will run into June; 10-sec-
ond commercials will be placed during nighttime segments, targeted
for a mixed audience. Vverage number of announcements per week
in each market will be 10-15. Film commercials will promote the
theme "deep. dark, delicious ^ uban coffee." Buying is completed.
Buyer: Bob Myers. Agent \ : Benton & Bowles, New York.

Florida Citrus Comm., Lakeland. Fla., is buying in many Eastern
markets. Campaign will begin in late May and run for a month.
Minute announcements will be scheduled during daytime hours to
reach women. Average number of announcements per week in
each market will be 10. Commercials will be on film. Buying is
not completed. Buyer: Jack Giebel. Agency: Benton & Bowles, New
York.

E. J. Callo Winery, Modesto, Cal., is entering 35 to 40 markets
throughout the country to advertise its wines. Campaign will begin
in late May for 13 weeks; in some markets it runs for 52 weeks.
Half-hour films will be slotted during nighttime hours. They in-
clude: // / Had a Million, Martin Kane and Silent Service. Tv com-
mercial will be on film, radio will be live. Buying is not completed.
Buyer: Jan Stearns. Agency: Doyle Dane Bernbach Inc., New York.

RADIO BUYS

United Fruit Co., New York, is entering 50 markets to advertise its
bananas. Minutes and breaks will be scheduled for daytime during
the short-term campaign. Average number of announcements per
week in each market will be 50. E.t.'s and live announcements will
be slanted to women. Buying is completed. Buyers: Ted Wallower
and Millie Padova. Agency: BBDO, New York.

Stop-Save Trading Stamp Corp., Hackensack, is purchasing an
nouncements in many markets to push its Triple S Blue Stamps
Campaign will start in early June for 13 weeks. Minute announce
ments will be placed from morning to late afternoon; average num
ber of announcements per week in each market will be 20-25. E.t
commercials feature man-on-the-street theme. Buying is not com
pleted. Buyer: Jim Williamson. Agency: Hilton & Riggio, New York

Sinclair Refining Co., New York, plans to expand in radio markets
throughout the country. The compam is negotiating for saturation
plans in approximately 450 cities on 900 radio stations on a 52-
week ba-' i age number of announcements per week will range
l 10 in lesser markets to 200 in major cities. Starting date is
1 June. Brief 5-second live announcements promoting safe driving

Be sure to shoot
IN COLOR . . .
You'll be glad you dit k

rust

■ M9* your
Aunt Abby. . . too far

"ler opinions are interesting— of course.
\nd she's sure to let you know — par-
icularly when they concern television.
iut neither she nor all your other rela-
ives should have too great a voice in
evaluating a show. That's a job for
jre-testing with impartial audiences.

How?— By having the show on film. Then
you can test all you want— from here to
Timbuktu — economically, efficiently.

And on film, when you want to make
changes— you just splice 'em in ! That's
why a good show is a better show on
EASTMAN FILM.

For complete information write to: Motion Picture Film Department
EASTMAN KODAK COMPANY, Rochester 4, N.Y.

East Coast Division Midwsi Division West Coast Division

342 Madison Ave. 1 30 East Randolph Drive 6706 Santa Monica Blvd.

,. New York 1 7, N.Y. Chicago 1 , III. Hollywood 38, Calif.

IOT W. J. GERMAN, Inc., Agents for the sale and distribution of Eastman -Professional
Motion Picture Him, Fort Lee, N.J.; Chicago, III.; Hollywood, Calif.

Spot buys continued.

there's
something
special

dudM

ouj 'saAi;B;uasajday H'H

Aq paiuasajcley

aailUDA — jvninw — jgy

s »ea\ 000'S — sap^oonH Olf'l

^riDipauuoQ 'pjoj^JBfj

it's a

TELE-BROADCASTERS

station

TELE-BROADCASTERS, Inc.

41 East 42nd Street
New York 17, N. Y.
MUrray Hill Y-8436

H. Scott Killgore, President

Owners and Operators of
WPOW, New York, New York
KALI, Pasadena, Los Angeles, Calif.
KUDL, Kansas City, Missouri
WPOP, Hartford, Conn.
WKXV, Knoxville, Tennessee

will be played during earl} morning and late afternoon hours. Bu\-
ing i> half completed. Buyers: Kay Shanahan and Alice Middleton.
Agenc) : Morey, liumm & Warwick. Inc.. \rw York-
General Foods Corp., \\ bite Plain-. \. ^ .. will enter 40 markets to
sell its Certrol and Sure-Jell products, aids in making jelly. Cam-
paign begins 3 June and runs for six weeks. Minute live announce-
ments will he scheduled during daytime hours Monday through
Friday to reach women. Average number of announcements per
week in each market will be 10-15. Buying has just started. Bu\er:
Kay Brown. Agency: Young & Ruhicam. New York.

Shu I ton, Inc., New York, is going into 22 markets to promote its
Bronz-Tan sun tan lotion. Four week campaign begins 24 May.
Minute announcements will be scheduled on weekends during late
afternoon hours to reach a mixed audience. Number of announce-
ments per week will range from 10-12 in minor markets to 26-47 in
major ones. Commercials will be e.t.'s and live. To advertise the
Old Spice line for men, minutes will be slotted for two weeks in
October and two weeks in December. Buying has been completed.
Bu\er: Joe Knap. Agency: The Wesley Associates, New York.

RADIO AND TV BUYS

Browndow, Mt. Vernon, N. Y., is going into major Eastern radio
and tv markets to advertise its Breath-O-Pine. Purchases for the
13-week campaign will be staggered. Minute live announcements
will be scheduled during nighttime hours in tv, daytime and night-
time hours in radio. Frequency will vary from market to market.
Buying is not completed. Buyer: Bobby Reid. Agency: Abbott
Kimball Co., Inc., New York.

Hercules Powder Co., Wilmington, Del., is buying announcements
for its insecticide in about 18 radio markets and the same number
of tv markets (the radio and tv markets are different). Frequency
for the 13-week campaign is limited. In tv, live announcements will
be scheduled during daytime hours in and around farm and news
shows; in radio, around farm shows. Buying is not completed.
Bluer: Bernie Rasmussen. Agency: Fuller & Smith & Ross. New "l ork.

The Diamond Match Co., New York, is entering radio and tv mar-
kets from New England to Virginia to promote its Charcoal Briquets,
a product for home barbecue. Schedule begins weekend of 22 May
for six successive weekends. Plan is to push the product heavily-
Memorial Day and 4 July. In tv, minutes and 20's will be slotted
during late evening hours to reach an adult audience. Average
number of announcements per week in each market will be five. In
radio, live announcements will be broadcast in major markets 7-9
a.m. and 4-6 p.m. Frequency per week in each market will be 42.
Tv commercials will be filmed, radio commercials live. Buying is
completed. Buyer: A. H. Griffith. Agency: Doremus & Co., New York.

SPONSOR

11 MAY 1957

Nowadays, everyone calls this "bleeding whites

Time was when this phenome-
non went by a variety of names-
all describing an overloading con-
dition in which white areas appear
to How irregularlj into black areas.

Today, everyone in the transmis-
sion end of TV ealls it "bleeding
whites." \nd the same common
language covers the scores of other
signal patterns that appear on
oscilloscopes.

It's a brand-new language, coin-
piled in a Bell System book called

"Television Signal Analysis." Net-
work technicians and Bell System
men teamed up to write it. I heir
purpose: to give precise definitions
to a uniform sel ol terms. I hat
way, when describing picture qual-
ity, they'd all be talking about the
same thing.

This co-operative effort pays off
dozens of times a day. It gives the
TV industry one more assurance
that the signals carried over Bell
System lines will be of high quality.

BELL TELEPHONE SYSTEM _/2\

i ooklet,

I ' ■ -Mil Corns
ram, American
phone 8 relegrapl Compai
P.irk Vven V>>rk.

Providing intercity channels tor network television ami radio throughout the nation

SPONSOR

11 MAY 1957

You're in
good company
on WGN-RADIO
Chicago

Top-drawer advertisers
are buying WGN

Join the nation's smartest
time-buyers who select WGN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
quality at low cost even more
attractive to you.

PRODUCTS FOR YOUR
^g£/ TV AND ART DEPT.

"STORYBOARD" PAD

The pad that has big 5x7
video panels that enable
you to make man-sized TV
visuals. Perforated video
and audio segments on gray
background.

No. 72C— Pad Size 14x17" 2.50

(50 Sheets — 4 Segments on Sheet)

No. 72 E— Pocket Size 6% x SVi"

(50 Sheets — 1 Segment on Sheet)

Tomkins TELEPAD

Most popular TV visual pad
with 2'/2x4" video and
audio panels on gray back-
ground. Each panel perfo-
rated

No. 72A— 19x24"

(50 Sheets — 12 panels on Sheet)
No. 72B— Pocket Size 8x18"

{75 Sheets — 4 panels on Sheet)

3.50

2.00

VIDEO PAPER

Sensational new paper for
TV artists. Makes an ordin-
ary pencil line vivid and
colors just popl Write for

sample.

FREE SAMPLES
FOR THE ASKING!
Write on your letterhead for
200 -page catalog of art sup-
plies. "An Encyclopedia of
Artists Materials"

ARTHUR BROWN & BR0.

2 West 46th St., New York 36,

4S SZf'

News and Idea
WRAP-UP

ADVERTISERS

Philip Morris has joined the ranks
of advertisers that have adopted
to the marketing organizational
concept and has appointed George
Weissman to the newly ereated
post of director of marketing.

Weissman will l>e responsible for
directing and coordinating sales, ad-
vertising, market research, packaging
and public relations.

Ross R. Millhiser, formerly Marl-
boro brand manager, will be assistant
director of marketing.

Westinghousc also this week in-
stalled a vice president in charge
of marketing.

The new post goes to James H.
Jewell.

The dropping of co-op advertising

has forced car dealers at the local level
to up their own budgets — as witness
the Dodge dealers in San Francisco.
Campaign for the San Francisco area
has been expanded with a total bud-
get of $21,000 authorized— and $19,-
500 of this has been earmarked for
radio. Funds will be used to sponsor
a 15-minute show of Lawrence \\ elk
recordings plus expanding present spot
expenditures. . . . American Dairy
Association returns to network radio

iNBO starting 3 June. Initial empha-
sis will be on the "June is Dairv
Month campaign. Fall air media
plans for the Association include one
third sponsorship on alternate weeks
'il NBC l\ s Perry Como Show.

New products: \\ isk, Lever Hi"-,
liquid laundry detergent, will get ex-
tensive tv backing. Armour is intro-
ducing two new cheeses in its Miss
\\ isconsin line, freshly shredded ched-
dar and cheddar cheese cubes.

Lloyd A. Grobe has been appointed
advertising manager for Oldsmobile
i division of General Motors). Grobe
succeeds L. F. Carlson who retired
last week.

AGENCIES

These world wide figures on tv
coverage were offered by James
von Brunn of McCann-Erickson
International tv production de-
partment in his talk before the
International Advertising Associ-
ation this week:

West Europe: 135 tv stations: 8,-
368.100 receivers: 39 '/< increase in
receivers over January 1956.

Latin America: 54 stations: 1.190,-
000 receivers: 92 ' '<_ increase.

\ Please turn to page 74 I

ENTIRE STAFF OF WCAU (radio), Philadelphia, poses fur 35th-anniversarj family portrait
during week-long celebrations (5-11 May). Donald W. Thornburgh, president and gen-
eral manager of the WCAI stations, is standing fifth from the right in the front row

SPONSOR

11 MAY 1957

AFTER
HEARING

THE
EVIDENCE..

LISTENERS

CBS RADIO!

There's onlj one set of nationwide
awards in broadcasting in which
the sole judges are the people— the

nation's audiences themselves.
This bench" ha8 JUSI handed down
its 1956-57 derisions. And the\

form one of the clearest expressions
of public approval ever registered
for program performance l>.\ a
radio net u ork.

For CBS Radio: 18 awards given to
II programs and slurs. More than
for any other broadcaster, radio
or television. More, in fact, than for
all other radio networks combined.

And America's leading advertisers
concur. CBS Radio at t racts
more of the nation's .'>() biggest
advertisers than any other radio
network.

It follows. The programs people
seek out and enjoy most are here.
So it's the logical place for
advertisers to he— to reach radio's
largest and most responsive
audiences. tv radio xirroi

V V V V V Y

>:<
<*

>:■
*
*

.;.
>;•■
*

■■ 3

HERE ARE THE

WINNERS

. I mos ' n' A iuly Music If 'ill
CBS Radio Workshop
A rthur Godfrey Time

Gunsmoke
Robert Q. Lewis Show

Art Linklt tt< r's Hon sf Parti/

Mitch Miller Show

Romance of H< /> n Tn nt

Strike It Rich
with Warren Hull

Lowell Thomas

Young Dr. Malone

< J

j. .\ .\ .: *. .\ .\ .\ .: .\ .\ .\ j, .\ .\ j.

...AND
ADVERTISERS
CONCUR

UPSTREAM

Selling products is an upstream
battle in today's competitive
market. It takes power to make
headway ... to channel adver-
tising skillfully over shoals and
into homes of receptive prospects.

WSAZ-TV can do this for you
in the rich Ohio River market.
Blanketing 69 important coun-
ties with half a million TV
homes, its power is measurable
both in ERP and in viewer ac-
ceptance, persuasive selling

No other medium approaches
WSAZ-TV's broad popularity.
Nielsen shows (for example) a
nighttime, weekday superiority
of 100,580 homes for WSAZ-
TV over the next-best station.

This kind of penetration and
preference gets advertising re-
sults . . . and can propel you to
new sales levels in America's in-
dustrial heart. Any Katz office
can help you harness WSAZ-
TV to get you upstream faster.

HUMTINGTOM-CHARL ESTQi N. W. VA.

w~m~Q- srarawou;

Affiliated with Radio Stations
WSAZ. Huntington & WKAZ, Charleston

LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency

Near East, South Asia. Africa: 5
stations; 5,800 receivers.

Soviet orbit: 48 stations; 1.477,800
receivers: 3995 increase.

I . S.: 498 stations, 39,000,000 re-
ceiver-.

Canada: 35 stations: 3,000,000 re-
ceivers; 509? increase over July 1952.

World total is 750 stations, 53,529.-
300 receivers.

Here's a list of the outstanding
commercials as picked by the
AAAA committees on improve-
ment of advertising content and
on television and radio adminis-
tration:

Ted Bates: Colgate "Tunnel of Love".
BBDO: Lucky Strike series, Schaefer
series.

B&B: Parliament "Restaurant Coun-
ter," Ivory Snow "Gossip," Prell
"Lorgnette," Tide "Me Too," Zest
"Underwater," Maxwell House "Couple
Bouquet" and "For that good coffee
flavor."

Burnett: Marlboro "Filter, flavor, flip
top box," Tea Council "Take tea and
„ee.

Calkins & Holden: Prudential
"Home is the Center" and "Lion &
Mouse."

Campbell Ewald: Chevrolet "Champs
of the Alcan Run," "Salute to the '57
GM Cars," "Close Inspection." and
"Rebus"; National Bank of Detroit
"Monev Machine."

Campbell-Mithun: Snowy Bleach
"Music Box."

Compton: Crisco "Grandpa's Story,'
Ivory Soap "World on a String." Blue
Dot Duz "Dancers," Royal Crown
"Mardi Gras," Socony "April" and
"Cartoon Faces. '

D'arcy: Budweiser "Pettigrew Series."
DCSS : Ipana "My Daddy" and "Sales-
man. '
Estv: Evereadv series.

LAKE CHARLES

the
OK Negro Radio Buy

KAOKH1

YOU SELL

Louisville

When

You Use

Jack Bendt

For eight years, Jack Bendt has been
the radio guest of ten's of thousand's
of Kentuckiana homes 7 to 9 each
morning and from I I to 2:30 during the
noontime hours, Monday through Sat-
urday. In a friendly, yet forceful,
pleasant yet persuasive manner, he has
become the TOP AIR-SALESMAN in
the Area. We suggest you check his
ratings, and compare his results and
you will find you need Jack Bendt to
"TELL and SELL" the rich Kentuckiana
Market.

Represented by
lohn Blair & Co.

WKLO

LOUISVILLE •%"

SPONSOH

11 MAY 1957

FCBi Kleenex napkins "Mr Manners,"
Kleenex "Little Lulu and Orchestra
Leadei . Meadow < lold "' heese
Moon, Papei Mate "Joe I . Brown
series, Rheingold "Mr. Magoo," Pep-
sodenl "You'll wondei where the Yel-
low Went."

Fuller «X Smith A H«»-~: Ucoa
" Ucoa Label," " Aluminum Furniture"
.mil "( iare-free I i\ ing.
Hixson X Jorgensen: Richfield
" I In .111.1- \l itchell at ^.i- station."
K&E: RCA Victoi "Red Glove," "Im-
pac Case," and "Floating Portables";
Pepsi-Cola "Poll) Bergen .11 Rural Sta-
tion"; Mercurj "1957 Floating Ride";
I ord "Safetj ."

Kchhiiiii. MacLeod «!C Grove: I asl
Ohio Gas "Burner with ;i Brain."
Lang, Fischer & Stashower: Car-
ling Black Label Beer "New Inquiring
Photographer."

McC-E: Westinghouse "Sand Test,"
i hesterfield "Carnival," Bulova "Sculp-
tor," Standard Oil Y J. "Sampler,"
Gem Blades "Hypnosis," Nabisco
"Chocolate Cl>i|i" and "I. .una Doone,"
Chrysler "Push Button," Coca-I ol i
"Talking Figures" and "Sailing."
Dan B. Miner: Blue Seal Bread se-
ries, Santa Fe \\ inc.
[VLB: Johnson Pride "Dinner Date,"
Ken-L Ration "Vet," Johnson Stride
"Animated Splash." Campbell V-8
"(da—.' Johnson Glo-Coal "Schlutz
Parade," Ken-L Biskil "Bear Rub."
JWT: Skol "Sunbathing," Scotl Tis-
sue "Woman, child in field," Cut-Rite
"Versatility," Scotkins "Church Sup-
per," Shell "Chuck & Charlie," Krafl
"Velveeta Recipe," Eastman Kodak
"Brownie movie camera," Ford
"Standing on the Corner," "Knitting,"
"Bonneville" and "Prescription."

Hf!

l*»s

"7X/ip3^

A ^sass

Movie Station oj Denver!

FEATURE LENGTH MOVIES
EACH WEEK

FIRST TV STATION to telecast NEWS on the HOUR
.... EVLRY HOUR! Contact Bio.r TV Associates or
Hugh Ben Larue, general manager, KTVR.

KTVR Channel

550 Lincoln St.

Denver, Colo.

(S/OIV EVEN MORE THAN EVER

HOOPER RADIO AUDIENCE INDEX

STOCKTON, CALIF. OCTOBER - DECEMBER 1956

MONDAY THRU FRIDAY
7:00 A.M. -12:00 NOON

RAJ [(

SETS

in ■:.:■■:

KSTN

l>+.0

lW.2

8.1

42.1

11.6

5.W

10,163

MONDAY THRU FRIDAY
12:00 NOON-6:00 P.M.

RADIO

3ZT3
IN USE

KSTN

OTHER
AM A FM

riz

SIZE

lo.3y

n3.3

6.h

34.6

7.0

11.2

21.8

12,1' ■

Fall 1956 Hooperatings again
shows 4-year KSTN dominance
of *Stockton Radio Audience.

*America's 92nd Market

"He just heard over KRIZ Phoenix
that his house is on fire."

Represented by Hollingbery

SPONSOR

11 MAY 1957

. 1

Y&R: Piel's Beer "Berl & Harry," In-
stant Sanka "Hands Commercial," Lin-
coln-Mercurj 'Wordless Commercial,"
Jell-0 Instanl "Lemon and Banana"
and "Bus) Day," Jell-0 "Chinese 15a-
|.\ ." Roberl r>in n- "Seacoast."

Another agency merger: the Chi-
cago offices of Cunningham &
Walsh and Beaumont & Bohman
have joined under the Cunning-
ham & Walsh banner.

Henr\ Holiman. presidenl of P»eau-

monl & Eiohman, will join C&W in an
advisor) capacity.

SndT assignments at Compton's

Hollywood office, now that national
programing originating in Hollywood
and local radio-tv have been consoli-
dated under \l\in Kabaker, work out
this way: Joe Agnello will he super-
visor of local tv production, Robert
Howell and Marjorie Bane continue as
production supervisors, and Shirle)
\\ illsori will he business manager for
the tv group.

WHLI

'THE VOICE OF LONG ISLAND'

DELIVERS

A Major Independent Market
NASSAU COUNTY

POPULATION 1,163,100

BUYING INCOME

Total $2,928,340,000

Per Family $ 8,503

RETAIL SALES $1,534,786,000

Food Store $ 403,423,000

Auto Store $ 252,922,000

Fum. House etc. $ 81,857,000

Apparel $ 113,070,000

Cas Stations $ 86,967,000
Lumber, Bldg.,

Hdware $ 113,879,000

10th among U.S. Counties

8th

among

U.S.

Counties

5th

U.S.

Counties

11th

U.S.

Counties

9th

U.S.

Counties

11th

U.S.

Counties

14th

U.S.

Counties

13th

U.S.

Counties

10th

U.S.

Counties

5th " U.S. Counties

(Sales Management. May 1957)

One Station WHLI — has a larger daytime audience in

the MAJOR LONG ISLAND MARKET than any other station! PuiseSurvey)

SOON WHLI WILL INCREASE ITS POWER TO 10,000 WATTS

Big Bonus Coverage

i Nassau, parts of Queens, Suffolk & Brooklyn)
Population 3,063,135

Net Income $6,730,794,000

Retail Sales $3,365,152,000

WHLI

HEMPSTEAD

LONG ISLAND, N. Y.

AM 1100
F M 98.3

iheomof

Paul Codofsky, Pres. & Cen. Mgr.
Joseph A. Lenn, Exec. VP Sales

Represented by Cill-Perna

( Creative Merchandising has been
formed 1>\ two former members of
rlutchins Advertising — H. Pierson
Mapes and Gene Schiess. The firm
will specialize in tv packaging, produc-
tion, consultant work for ad agencies.
closed-circuit broadcasting, industrial
trade shows and radio-tv commercials
production. Client list includes Philco,
Birge Wallpaper and Crosby Brands.
First tv production, It's A Hit, will
debut on CBS TV 1 June.

New agency appointments: BBDO.
Toronto, for Pal Blades advertising
in Canada. . . . PageAoel-Brown for
DuMont tv receivers. Camphell-Ewald
resigned the DuMont Labs account last
week. . . . Noble Advertising, Mex-
ico City, for Western Airlines new Los
Angeles to Mexico City route. Noble
is an associate agency of BBDO. which
was recent!) appointed to handle West-
ern's domestic advertising. . . . DFS
has again been appointed to represent
the U. S. Army Recruiting Service, the
Army Reserve and the ROTC affairs
for the period covering 1 Julv 1957 to
30 June 1958. . . . Publicidad Badi-
llo, New York office, to handle all ad-
vertising for the Spanish market in the
New York area for Wm. Wriglev. Jr.
Co. . . . BBDO for the American Pe-
troleum Institute to supervise special
tv presentations for the 1959 celebra-
tion of the 100th anniversary of the
oil industry in America. . . . Charles
Anthony Gross Advertising for
WINZ. Miami: WEAT-AM&TV, Palm
Beach.

. . . Grant Advertising for the toilet-
ries and cosmetics division of Park &
Tilford.

NETWORKS

Mars, which has been out of network
t\ for a year, will return to ABC TV
next fall as alternate sponsor of Circus

SPONSOR

11 MAY 195'

Il(i\ i Thursdaj - 7 :30-8 p.m. > . I he
cand) companj will also pick up an
alternate week quarter-houi segment of
l/(< key House Club.

Mars was |'ic\ iousl) • • 1 1 Mil kej
Mouse Club in the 1955-56 Beason.
S< e "( land} Indusl i j Roundup,"
sponsor 1 6 & 2'i Februai j . for con fe<
lions 1 use "I aii media, i

I all t\ programing notes: Schick
bas joined Scotl Paper as the alternate
- 1 > < > 1 1 - < • t i>n NBC TV's Gisele MacKen*
Shou starting -<"> September. . . .
Tfmex Watches will pick uj> the tab
for six one-hour specials featuring Bob
Hope on NBC I \ nexl season. Dates
and tin ic^ have ii"l been set. I>ul as the
network has a new policj of nol inter-
rupting the schedule < • t weekly shows

more than twice each season, the

~l i < > w - will be seen on diflferenl days
of the week ami at different hours.

. . . American 4 Ilii«*I«- has renewed
Jim Bowie, \I5C TV, Friday 8-8:30
p.m. . . Sylvania has bought \l>(!
rV's The Real McCoys Thursdaj 8:30-
9 p.m. . . . Revlon has signed for the
// (///<•/ U incheU Show which will take
the Thursdaj 10-10:30 spot on ABC
l\. . . . The Big Record which will
replace Godfrey Time, Wednesday
nights 8-9 on CBS TV come fall has
picked up two sponsors, Kellogg and
Pillsbury. . . . Wild root has joined
Johnson & Johnson in renewing l\<>l>in
Hood on CBS T\ Mondays 7:30-8 p.m.
. . . Purex has signed for a full hour
on alternate weeks ol CBS TVs I'cin
Mason Shou- and the new program
will be mined into the Saturday 7:30-
8:30 p.m. slot. . . . Greyhound has

renewed the Steve \llen Show and will
ride through the 1 ').">7-.~>i! season for a
half hour on alternate weeks. This fdls
out the iUen sponsor quota.

TV STATIONS

\\ LBR-TV, Lebanon, Pa., resumed
telecasting last week as member
of the Triangle Stations family.

New general manage] ol the station
i- I rank B. "Bud Palmei . foi met
eral managei al WSEE, I rie. Leonard
Savage lake* ovei as operations man-
agei . Sa^ age comes I rom \\ I BR
Lebanon.

\\ I I'd! - IA will operate ii om 3 p.m.
toll p.m. weekdaj - and 3 p.m. to I "
p.m. Saturdays and Sundays until the
station is full} -tailed.

Cornerstone ceremonj for NIM '-
new Washington, D. C, building
which will house W K< and \\ RC-

T\ was held last week, vice presi-
dent Richard M. Nixon doing the
honors.

The new facility is scheduled to be-
gin operation in the fall and i- said

to be the firsl t\ studio in the world
designed and buill from the ground
up for color telecasting.

Tv Applications: Between 29 April
and 1 Ma\ one construction permit
was granted, and five application- t « > i

new stations were filed.

Construction permit went lo \lkek
lele\i-ion for Channel 19, Victoria,
Tex., permit allow- 20 kw visual.

Applications include: Malco Thea-
tre-. Memphis for three stations: Chan-
nel 68. Davenport, la.. 23.32 kw visual,
with tower 98 feet above average ter-
rain, plant (124,300, yearlj operating
cost |] 10,000; Channel 65, Kansas
City, Mo.. 722 kw visual, with towei
278 feet above average terrain, plant
$295,982, vearlj operating cosl $250,-
000; and for Channel I 1 ). Oklahoma
Cit\. 22. <'!."> kw visual, with tower 359
feet above average terrain, plant $135,-
(i 17. \ early opei ating cosl $1 10,000.
Other applications were made b} : Das-

I -\>\ & Tl - B i n of

fele< istei -. Pa< ifi< Pali-
1 for I lii mi. I I I

I i • i • . isual with towei 131

al...- i rain, p

•I to

WJPBTV, I nont. \\ \ ..

Weston, W. \.i . 100 kw
\ isual, h ith I

'■ i rain, planl v I i' earl) op-

. , itin i osl $90 000.

New affiliations i HO! I\ K

[oops, B, < .. has joined CBS I \
•id. ii j non-inten onna i>-.!

. . . . \\ LW-TV, \. . Orleans will
on the air I Vugusl as a prii

iniei. onnei ted affiliate of CBS I \ .

People in the new-: John Babcock

has been named assist i al man-

age] foi < roslej - new I ndianapolis t\
station, WI.W I. . . . Commander
Mortimer W . Loewi bas been named
president and general mana ;ei ol
\\ II A . Miami. . . . \l Razelwood bas
joined the local sales stafl al KW I \ .
Oklahoma < lity. . . . I>«>n K. (.illie-
has moved up to national sales man-
age] foi \\ < CO-TV, Minneapolis. Su< •
ceeding < rillies as directoi ol the mer-
chandising i- Robert R. Hansen and
Vrthur C. irnold will move into the
assistant merchandising directoi -pot.
. . . Alfred Lewis has been appointed
business manage] foi \\ II \o.\\ \|;< >
Chicago. . . . Rosemary Reddens
Schwartzel bas joined K 1 1'.< \M 8

I \ a- women - editor.

RADIO STATIONS

Idea at work at K ^ \\ . ( le\eland

is "temperature controlled' sum-
mer sales plan.

Summei - ; - sponsors fans

conditioners, beach equipment,
can take a.K antage of tin- method : ■<
morning forecasl of 90 degrees or
al.... . - |ii annoum ements dur-

KSON

San Diego's No. II Radio Station

PULSE

"Oat of Horn." ft "In Home'

K»vi r-enlnl .\.ti.«i.ll> i„- eiiuniK A r.

SPONSOR

11 MAY 1957

You're in
good company
on WGN-RADIO
Chicago

Top-drawer advertisers
are buying WGN

Join the cation's smartest

time-luiver- who select WGN
for results! 1957 promises
exciting new programming to
make WGN's policy of high
quality at low cosl even more
attractive to you.

Men in TV production all say:

"The best spots come from Jamieson

• ANIMATION

• SOUND
STAGE

• LABS AND
OPTICALS';

JAMIESON

FILM COMPANY

3825 Bryan • T A 3-8158 • Dallas

"clients include:

Fitzgerald Advertising Agency
Crawford & Porter Vdvertising, Inc.
McCann-Erickson, Inc.
Tracy-Locke Company, Inc."

ing that day, a prediction of 80 de-
grees means six messages and a drop
to 70 degrees or below means no "cool
coi Trials that day.

WWIN, Baltimore, joins ABC as an
affiliate on 1 June. . . . WHB, Kansas
City, reports a quarter of a century
advertiser as Allen Chevrolet Co.
signed for its 25th consecutive year on
the station last week. . . . William
Banks of WHAT, Philadelphia, is the
new president of the Pennsylvania As-
sociated Press Broadcasters Associa-
tion.

Radio stations imitating Tin Pan
Alley: KFMB, San Diego, has its own
song, "The KFMB March" written by
Marine Master Sergeant, Abraham
Balfoort of the Marine Bandstand
show. . . . WRVA, Richmond. Va..
personality Carl Stutz. is the writer of
four songs commemorating the 350th
Birthday of the nation and the James-
town Festival.

New appointments: Bob Mansur

has been appointed promotion man-
ager for WFAA, Dallas. . . . William
Du Bois has been added to the local
staff at WNDU, South Bend. . . .
Frank Crosiar has become commer-
cial manager of WMRI, Marion. Ind.
. . . Allen Ludden has been named
program director at WCBS, New York.
. . . Bill Simpson, general manager
of KTXN, Austin, has taken on addi-
tional duty of general sales manager
for KIWW, San Antonio. . . . Joseph
Savalli has been named director of
Italian sales for WOV, New York.

FILM

An important regional film buy
by P. Lorillard is being firmed.

The large (for a national advertiser)
buy involves the use of Ziv's New Ad-
ventures of Martin Kane and Harbor
Command.

The campaign will be used to launch
Old Gold's new package line, Ziv re-
ported. Lennen & Newell is the agency.

Feature film buys: KBET-TV, Sac-
ramento, has bought the entire MGM
package plus 800 RKO features . . .
KMGM, Minneapolis, has added the
RKO list to its MGM features . . .
KOIN-TV, Portland. Ore., purchased
86 20th Century-Fox features, its
fourth major feature buy . . . Among
those bu\ ing Warner Bros, features
were KWK-TV. St. Louis and KCRG-
TV. Cedar Rapids.

Recent appointments: Adolf N.
Hult. former MBS executive and re-
cently director of sales development for
Screen Gems, has been retained b\
RKO Teleradio Pictures as a special
consultant on national sales for the
RKO Tv division . . . George DeMar-
tini has been named vice president and
treasurer of Guild Films. He was a
general partner of Cohen, Simonson &
Co., investment brokers.

FINANCIAL

Stock

AB-PT

AT&T

Avco

CBS "A"

Columbia Pic.

Loew's

Paramount

RCA

Storer

20th-Fox

Warner Bros.

Westinghouse

Tues.
30 April
New York Stock
23%

177 :l ,

6- ; ,
34
17%
18 :: ,
33 T s
36' 4
27 1 -
27%
21
59%

American Stock

Tues.
7 May
Exchange

■UK

177%

34%

18%

20-\

34%

36¥>

26%

27%

25%

59%

Exchange

Vt
Change

+ %

- y*

+ %

• + %

+i%

- \
+ %

- %

- %
+i%
+ %

Allied Artists
C&C Super
DuMont Labs.
Guild Films
NT A

3%
%
5

3%
8%

NEW ORLEANS

the
OK Negro Radio Buy

ViSOK

SPONSOR

11 MAY 1957

COMMERCIAL BANDWAGON

[Continued in>m i»i^r 39)

I iil.im l'li.i\ ii . now tm ning "iii the
Pall Mall parodj verses foi SSCB, has
been writing best-selling novels along
w i 1 1 1 commercials and jingles since
1926. i He used i" write tin- Ballan-
tine limei icks .ii J\\ T. i He stresses
the importance of the lightest <>f light-
touch in commercials. ** \ slightl)
tongue-in-cheek approach is best,
rhayei says. "When you make peo-
ple laugh, the) maj forget to buy.
Just use enough humor t < • make them
open ilnii eai -."'

"( me "I the dangers in this trend to
light-touch commercials," Bays rom
McDonnell, directoi "I program de-
velopment at Foote, Cone X Belding
and a mastei "I light-touch himsell
i lie writes the Rheingold Beer com-
mercials lyrics and i- hclieved to have
been firsl to create the concept of j >< >| >
tune parodies sung bj name Btars) "is
the bright young copywriter out to <le-
lighl his co-workers and make a nam"
for himseli rather than the product.
Another danger, he says, is the decep-
tion that an entertaining commercial
i- a complete departure from hard-sell.
In ni(i-i ol today's li^ht commercials is
packed -nine of the hardest sell ever
h i itten. ( > m 1 \ it's sugar-coated.

The Parker Fennell) commercials
for Pepperidge are a good examp'c
Competitive agenc) cop) heads praise
them for breaking through the "in-
gredients barrier." Said one adman.
"Nothing is harder to tell interestingly
than a product ingredients story. And
now along comes a bread with ingredi-
ents as its hardest sell, and thej man-
age it in a \\a\ thai compels atten-
tion."

Reva Fine, creative head at Ogih .

Benson Si Mather, under whose direc-
tion these commercials are written In
Hill \\ right i two of them were done b)
a secretary in the copy department,
Mar\ka\ Hartigan), explains them
this wa\ :

"We don't reall) think of them is
corned) commercial-. Our problem
was to sell a tarm situation without
being dull. Our first commercials had
a woman- voice over sound effect- of
a barnyard. The) were close hut not
quite it. Then came the idea for the
character of Titus Patch, the farmer
who lives next door to the farm whei :
Maggie Rudkin hakes her Pepperidge
Bread and who supplies her with but-
ter, milk and honey. Fennelly's au-
thentic and amusing characterization

of a fai met . pin- th'- fa< t thai hi
speaking a- tin- raw goods suppliei
enables him to gel i bs our ingredi-
ents mi" ~.fji- easil) and ri.it 1 1 ■ alK ."

\\ \ I \\ - ( .i ogan also sees th'- t rend

a- inoii- one of chai.n t . - 1 i/.it ion than

oil omed) . It ma) ha\ e been n\ ived

h\ the Piil - 1 1. ii i \ and lliil i oninni
rials, hut he Bees it- rOOtS fai hack in

i adio histoi \ , I In- Jai k Benn) fell ' •
commercials in network radio received

a- much can- in w i iting ami delivei

a- did the -how- themselves.

Si 'inc admen an- ni iw wi mdei ing if
the -kit- ami light dialogues ma) take
the place of Binging jingles? I he an-
swer is obviousl) no. Good jingles are
bettei than ever. The) -till have the
carry-over value of being hummed b)
listeners ami sung b) kiddie- long af-
ter the sets are tinned oil.

Hut where the) once dominated,
jingles ma) have to share the spotlight.

The element ol talent COStS in re I-

i ii o might have Btarted some sponsors
considering light "talk" commercials.
Here are a few cosl figures :

In the case ol a one-minute singing
commercial to be used nationally, and
which could he recorded in an hour.
the talenl costs would be: Singers, $39
apiece plus 17.20 for required rehear-
sal hour: musicians, ^27 per man plus
$54 for the leader: announcer, $45
plus $9.60 for required rehearsal hour.
The new \l II! \ code calls foi a pay-
ment o| .">' , ol the gross talent cosl to
the \ITK \ pen-ion and welfare fund.
There also i- a flat sum of $100 to be
paid to \I'M- fund. There also is the
additional cosl of an arranger ami
copyisl for the music. The orchestra
is paid once, never gets re-use pay-
ments. Announcer and singers do,
however, after 13 week-.

\ straight corned) dialogue commer-
cial recorded with no music would cosl
in talent $45 per actor plus the $9.60
for rehearsal, with an additional
of that going to th.- \l"l K \ fund. !>'•
use payments would begin alter a I !-

week airing. 'Of COUrse name talenl
would gel highei lee-. |

Put talent cost should no! be a prime
consideration in what t\ pe i ommercial
you choose, i "ii gel a lot more wear
from the average jingle than from a
-kit. Corned) -kit- inu-t he made in
hulk and rotated frequent!) .

Vctuall) e\en these i onsiderations
aren't the final word. You have to
base your decision on intangibles like
product image, your position in the
market- phi- how much faith you have
in your own sense ol humor. f="*

NIW YORK CITY

//r> Do/o^Ci> Struth
\t4ty si*>tcr v$f"> Dun

,/tc /./

WWKL'S PERSONALITIES SELL

more n

I ink" thl NEGRO

AUDIENCE

Support i ng

CONSUMER ADS. . . .

MERCHANDISING CREWS

full I . '

FREE. . . .
LOW SELLING COST I

iriij. . . .

call or write

- BEST FOR NEGRO PROGRAMS

SALES BLOOM
m THE RICH
TULSA.
MARKET...

WHEN YOU USE

KPMG

50,000 WATTS 740 KC

ASK YOUR
BLAIR. MAN
FOR THE
krmg STORY

SPONSOR

11 \m L957

Radio Baltimore

wssm

HIS 1

1 I

I.January thru March 1957 Hooper total rated time periods. 2. March 1957 Hooper Business Establishments Radio Audienee Index.

WCAO

Other
AM & FM

l. In homes

2.4

9.5

2.3

27.7

18.6

3.4

12.7

15.6

3.0

4.7

3.2

2. Business Establishments

4.7

8.2

3.3

33.9

12.4

4.3

11.0

8.2

3.2

7.7

3.0

Keep your eye on these other Plough, Inc., Stations:

Radio Boston Radio Chicago Radio Memphis
WCOP WJJD WMPS

REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES. INC.

SPONSOR • 11 MAY 1957

If heft happening in U. S. Government
t/uU affects sponsors, agencies, stations

WASHINGTON WEEK

II MAY

Cwvrlih! ISS7
•P0N80R PUBLICATIONS INO.

Leave it to the FCC to know when to leap nimbly.

Hi'' F( < • ommissioners have stalled man) .1 • ongressional inquin even more effective!)
than the network stud) committee has been halted b) the Elm producers in New \<>A. It's
always with the bland excuse thai the FCC can't possibl) comment on cases under
consideration.

I Inn tlic\ tried this tactic on a Senate Business subcommittee probing the petition of
daytime radio stations for fixed hours of operation, and here's how things got turned around:

• The committee's chairman, pepper) Sen. Wayne Morse, blew some ~r 1 .1 r j . blasts at
FCC (haii man McConnaughe) and McConnaughe} rushed commissioners i raven and
Dyde over to Morse's hearing, along with a pile of engineering testimony.

• l!\ the time Morse got through with the pair, the FCC's cat was all the wa) out of the
bag: The commission was ready to turn down the daytime petition because of
possible interference with clear channel stations, other stations, ami even with each
other.

That rumor about E. K. Mills. Jr., succeeding McConnaughey will most likely
become fact before long.

Mills, a Ncn Jersey resident, has heen cleared with the state's Senator-, which means
more than gossip is involved this time. Mills was with the CAA once.

The Federal Trade Commission this week took another slap at firms using
bait ads on radio, tv, and newspapers to sell aluminum storm windows and door-.

The recipients of FTC citations this time were Mid-Te\ and Vpex \\ indow, of Brooklyn,
and Ace Window, of Kansas City.

As charged hv the commission, these firms advertised at ver\ low prices, discouraged pros-
pects from buying the advertised wares, and then proceeded to try to sell them a more ex-
pensive line.

The FCC this week refused to give CBS permission to go on the air with
KMOX-TV, channel 11, St. Louis, with temporary equipment.

The refusal was in line with a new policy against tv temporary authorities.
CBS will have to get its permanent equipment into place before it can begin telecasting
in St. Louis.

An unlicensed booster in Bridgeport. Wash., is proving rather ornerj for the
FCC to shoo off the air.

The commission issued a cease-and-desist order against the facility. But the appeal-
court this week has instructed the FCC to come up with a final decision on whether
to license boosters before trying to enforce anything against the Bridgeport setup.

The Bridgeport operation is boosting the signals of two Seattle tv stations without their
permission.

The FCC has never brought to a head its proceedings on whether I ster stations should

be allowed. Even though it authorized translators, the onlj action the FCC's taken on boost-
ers is to issue a flock of cease-and-desist orders.

The Bridgeport ca9e was a test of these orders.

The Appeals Court in its decision did not question the FCC's right to issue cease-and-de-
sist orders. That is. so long as they are based <m a proper foundation.

SPONSOR

11 may 1957

DELIVERING

896,000

NOW, with 31S^eO- TV horn

WNHC-TVis FIRST!

Program Superiority : In its 14-county area, covering
896,000 TVhomes,WNHC-TV,NewHaven-Hartford,
has 95.7% more quarter-hour firsts than the next
four competing stations combined.

WNHC-TVis FIRST!

World's Best Movies : WNHC-TV, New Haven-
Hartford, has the great MGM, Warner Bros., 20th
Century-Fox and RKO feature films that have
topped all competition in market after market.

WNHC-TVis FIRST!

Rating Superiority: In its 14-county area, covering
896,000 TV homes, WNHC-TV's "World's Best
Movies" pull average ratings 314.3% greater than
nearest competitor's best feature films.

HC-TV is FIRST!

Audience Superiority: In its 14-county area, covering
896,000 TV homes — sign on to sign off, seven days
a week — WNHC-TV, New Haven-Hartford, delivers
average audiences 210% greater than top New
York City station; 244% greater than Hartford;
174% greater than New Britain.

For top-audience availabilities on WNHC-TV, kail KATZ or Triangle's National Sales Office today!

Sources: ARB, Nine-County Coverage Study, November 1956
Nielsen NCS #2, 1956

)P AUDIENCE

TRIANGLE STATIONS

WFIL-AM-FM-TV

PHILADELPHIA, PENNSYLVANIA

WNBF-AMFMTV

BINGHAMTON, NEW YORK

W H G B - A M

HARRISBURG, PENNSYLVANIA

WFBG-AM-TV

ALTOONA, PENNSYLVANIA

WNHC-AM-FM-TV

NEW HAVEN-HARTFORD, CONN.

operated by: Radio and Television Dlv. / Triangle Pubiicatio

WFII_-AM.FM.TV, Philadelphia, Pa. /WNBF-AM.FM «TV, Binghamton. N.Y.
WHGB-AM, Harrisburg, Pa./ WFBG-AM • TV. Altoona, Pa. / WNHC-AM • FM • TV, New Haven-Hartford, Conn.

, New York 17, New York

A round-up of trade talk,
trends and tips for admen

SPONSOR HEARS

Add this to the list of tantalizing information that agencies would like to have from

II MAY

sponsor publications inc. sellers:

How much daytime viewing of the news do women do?

Madison Ave. discovery: A station operating group might not have chosen the
corporate title it did had it first consulted the Webster or American Collegiate
dictionaries.

The secondary connotation of the title implies a bunch of high-livers.

Pharmaceuticals, which has just canceled Amateur Hour (ABC TV), is on the prowl
for a giveaway show that's really offbeat and could turn into a steeper.
Its budget for tv the coming season again will be over $10 million.

Electric shavers may use a switch on the strategy that Lanvin uses in selling perfume
on male-oriented programs.

Statistics show that 70% of all shaver purchases are made by women as gifts
for the guys. So a shaver maker is considering buying into women's shows prior to
Christmas.

For the ultimate in promotional brass, station managers are probably casting their
vote this week to:

The publicity service for a silverplate manufacturer who is urging them to tell local
department stores and jewelers that the product can be viewed as a giveaway on
network quiz show.

Take it from Dun & Bradstreet, when an agency falls apart as a result of client
delinquencies these days the dollar backwash is bigger than ever.

A D&B report on agency failures and the liabilities involved shows this progression:
1955: 31 failures with liabilities at $815,000.
1956: 32 failures with liabilities at $1,519,000.

The NBC page boy is to this business
A list of NBC page boy graduates and their

Ted Bergmann McCann-Erickson v.p.

Frank Boehm Adam Young radio research

Otto Brandt KING-TV-AM gen. mgr.

Norman (Pete) Cash .TvB president

Slocum (Buzz) Chapin ABC TV sales v.p.

Bob Dennison J. Walter Thompson v.p.

Bob Eastman ABC Radio president

Frank Egan D. P. Brother v.p.

Powell Ensign E-McKinney exec. v.p.

what the newsboy was in the Horatio Alger era.

current whereabouts would include:

John Hoagland BBDO tv-radio exec.

J. Scott Kelk_. N, L & Brorby v.p.

Tom McFadden NBC o&o v.p.

Tom McFadyen NBC sales development

Don Mercer NBC stations relations

Frank Nesbitt ___CBS Radio sales

Bill Patterson Grant Adv. v.p.

Steve Riddleberger ABC admin, v.p.

Adam Young, Jr Adam Young president

SPONSOR

11 MAY 1957

KNX

\t night KNX rea<

homes in metropolita

Some 235,000 <>l these home

the day and the nigh

can't be reac

So double your impact in Los

the KNX audiences.

metropolitan homes that
The 21 per cent
Yes, KNX RADIO'S and

as day and ni<

}

For further details call CBS Radio Spot Sales

You're in
good company
on WGN-RADIO
Chicago

Top-drawer advertisers
are buying WGN

Join the nation's smartest
time-buvers ulm select WGN
for results! 1957 promises
exciting new pn igramming to
make WGN's policy of high
quality at low cost even more
attractive to you.

BMI

"Milestones" for
June

BMI's series of program
continuities, entitled "Mile-
stones," foenses the spot-
light on important events
and problems which have
shaped the American scene.
June- release features four
complete half-hour shows

ready for immediate use

smooth, well written

scripts for a variety of uses.

•SCHOOLS OUT"

(Commencement Is A Beginning)

June 1. 1957

"I AM OLD GLORY"

i Flag Day)

June 14, 1957

"FATHERS DAY"
June 16, 1957

"THE |UNE BRIDE"
June 23. 1957

"Milestones" i- available for

commercial sponsorship ee >..ur

local stations for details.

BROADCAST MUSIC, INC.

NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL

MARKETING PRODUCT X

{Continued from page 32 I

was surrounded with the kind of se-
crecy vou find at an Atomic Energy
( iommission project.

"\\ illi some reps we used alternate
brand names to confuse the competition
and keep the test pure." Kemp told
sponsor. "We did this not because we
iliiln 1 trust the individual rep. but be-
cause he might have called on a com-
petitive agenc) and this sort of knowl-
edge would necessarily have colored
his thinking and talking to other buy-
ers.

However, the media department's
job was simplified by far with those
reps who didn't call on competitors
and whom the buyer could tell about
the product — but always in strict con-
fidence. "For the stations of these
reps we didn't have to worn about
competitive adjacencies since thev
knew what the product was."

Where the media department sug-
gested network cut-ins for Product X,
the buyer had to clear the cut-in with
other agencies involved in the client's
daytime network programing. But all
these details were aetualh handled
over a period of little over two weeks,
unlike the more usual national cam-
paign, where a buyer may have a long-
er time to work out his bu\s.

3. Follow-through action: Once
Product X was safely on the air in the
two test markets, the marketing man
assigned to the account moved into
those two areas for a second visit, call-
ing on the trade to check the flow of
merchandise and evaluate pricing,
shelf position, channels of distribution
and other marketing factors.

"We keep a continuous check on the
flow- of merchandise in the field," says
marketing man Dave Mitchell. "Just
this week, for instance, I was up in
Worcester, Mass., to find out some-
thing about one of our products. I
visited 70 stores in the process and
necessarily found out some things
about the product other than the spe-
cific problem I went up there to re-
search."

There's a lot of exchange of infor-
mation between marketing men on dif-
ferent products, as there is naturally
between timebuyers assigned to differ-
ent accounts. In other words, each
field trip necessarily reveals informa-
tion other than that related to one
man's accounts. He passes his find-

That's rigltt. Chief . . . my independent

research organization says don't buy,

wait till you hear what'i happening at

WPTR.

Ah*otrq tb 76 wets

■

L_ (T*-f dUicA

SPONSOR

11 MAY 1957

TERRE HAUTE,

Indiana's 2nd Largest
TV Market

25 J. 970
TV Homes

BOLLtNG CO.
NEW YORK

CHICAGO

ROANOKE

60 County Coverage

x / W. VA.
I
M

U \

M W ' M

POWER X ~ N . c. / HEIGHT

ROANOKE

Ask Your "Colonel" at
Peters, Griffin, Woodward, Inc.

WDBJtr

CHANNEL

ROANOKE, VIRGINIA

ings along i" the othei men in the de-
pa] iiiH'tii.

I be introduction "I Product \
|.iu\ ed bui i essful .mil the bi and is now
in ii. ii ional disti ibution.

Bui tlii* case history illustrates jusl
one of five majoi activities handled 1>\
Compton's marketing department, rhe

1 5 men under Bill Nei in .d- n< ei n

themselves with '!• sales analysis;
1 2 1 field analysis, including industry
Bales trends, effectiveness "I competi-
tive programs and evaluation <>f theii
own program; (3) brand Btrateg) de-
velopment, in trim* of pricing, co-op
programs, de^ elopmenl <>f produi i
lines .ind features; I 1 1 development
of sales programs, Buch as franchise
plans, distribution channels, market
development for individual markets;
i 5 i sales promotion.

The work of the marketing depart-
ment actuall) guides directl) or indi-
rectly ever) phase of an) account's ad-
vertising strategy. Ii relates directl)
in the buying of tv programing, net-
work or Ideal, for example.

\- Lewis I iit criii n. v.p. in charge "I
l\ -radio and John Egan, executive pro-
ducer, told sponsor:

" \ couple nl j ears ago a i lient de-
cided mi syndicated half-hour pro-
graming for t\. We looked for prod-
uct, and media searched out the time in
several markets. W e picked an anthol-
ogy. \fter a test period, although
media continued to improve the time,
we were not satisfied with the results.

"We reviewed the marketing aim-
ami decided to huv a program vvith
an appeal -hinted more closel) to the
selling objectives of our client. What
we finallv bought was a Western-action
film that would appeal locally, and
give ii- a merchandisable personality
as well. We believe the record -|><-.ik-
for itself and that we can rightfully
claim to have reached our objectives
successfully ."

While marketing functions as one
of the main agenc) service depart-
ments assigned to help the account ex-
ecutive in shaping strategy, it- work
actuall) precedes that of the other de-
partments and lav- down guidelines
for them. Once a campaign i- mi the
air. marketing continue- to check to
see whether the campaign, and the cli-
ent aims are attuned and to make sure
there are no stumbling blocks in di--
tribution. pricing and sales organiza-
tion to prevent maximum advertising
and sales elliciencv . ^

You're in
good company
on WGN-RADIO
Chicago

Top-drawer advertisers
are buying WGN

Join the nation's smartest
time-buyers who select \\ < A
foi results! L957 promises
exciting new programming to
make W GN's polic) nl high
qualit) at liivs cost even more
attrai live to you.

SPECIALIZED NEGRO
PROGRAMMING

With 100% Negro programming per-
• or.nel, KPRS if effectively directing
the buying habiti of its vo»t, faithful
audience. Your talei messoge wetlti
neither time nor money in reaching
the heart of it* "preferred" market.
Buying time an KPRS if like buying the
only radio station in a community of
127,600 active prospects.

1,000 W. 1590 KC.

KPRS

KANSAS CITY. MISSOURI
far avai/obi/iries call Humboldt 3-3100

Represented Nationally by-
John i. Peersen C enemy

SPONSOR

11 MAY 1957

WITHOUT A "PEER

in the Rockford Area!

IN THIS $ BILLION-PLUS
SALES EMPIRE WREX-TV
IS THE KING SALESMAN

The Rockford TV Area — Illinois' 1 st market
outside Chicago — is 400,195 families
strong, with $2,357,080,000 income. It
embraces rich farm counties whose cities
house industrial giants like General Motors,
Fairbanks-Morse, Parker Pen, Burgess Bat-
tery, Sundstrand . . . and show sales indexes
like Rockford's 158, Beloit's 151, Janes-
ville's 153, DeKalb's 184, Freeport's 176,
Dixon's 203. Sales total $1,706,962,000,
average $4,265 per family — $447 above
average.

The most recent viewership survey again
shows WREX-TV as the favorite, by better
than 3 to 1 . It's favored by advertisers
too . . . for its consistent results, at much
lower cost per thousand.

J. M. BAISCH, GENERAL MANAGER
Represented by H. R. TELEVISION, Inc.

■

Reps at work

George Lindsay, television sales manager for Weed Television
Corp., comments: "Spot tv is a better bu) todaj than ever before.
Spot tv clients have been romanced, and in many cases won over 1»\
the low cost-per-1,000 and saturation plans. Yet, radio markets are
shrinking, forcing agencies to buy more stations than in the past. In
effect, vertical listening habits and
shrinking markets have resulted in
an ever-increasing radio cost-per-
1,000. The NCS #2, by compari-
son, reveals an ever-increasing tv
market. The Weed tv stations are
credited with an average of 24%
more sets. In addition, tv hori-
zontal viewing habits enable ad-
vertisers to saturate a market with
substantially fewer announce-
ments. Recently the Leo Burnett
Agency purchased spot tv at a
cost-per-1,000 of 85^ for the Chicago division of the Kendall Co.
Many other comparable tv buys have been made by agencies. No ad
medium has ever been able to sell consumer goods as effectively.
Newspapers present a visual displav of a product. Radio tells its
story. But tv combines these two and adds demonstration, putting tv
in the class of a sales medium rather than simply an ad medium."

Bob Dore, Bob Dore Associates, New York, comments: "At 'deci-
sion time" buyers are swamped with station presentations from rep
salesmen who are justifiably anxious for adequate time to present
ratings, market resources and other pertinent facts that buyers need
for an intelligent selection. Media buyers must frequently listen to

two or three hundred presenta-
tions in a few da\ s. How much of
it stays with the buyer? We don't
know, but we do know that even
buyers are human and can t re-
tain thousands of facts thrown at
them in a short period. Buyers
are always ready to learn more
about a market, particularly when
some of the budget is being spent
in the area and the sales are lag-
ging. Stations are just as ready
to present their story, especially
when they've spent a lot of time and money putting a story together
and know that their station should be on the list. But the time to
get that story across is ever) day of the year between buys. Then
when buvers call for availabilities they will have pretty definite
thoughts about the stations to purchase. This is the fairest and most
practical way for both bu\ers and reps to conduct their business."

SPONSOR

11 MAY 1957

WTAR-TV's own crew knows the ropes.
That's the reason why the Station has
earned an enviable reputation for its
Local Programming.

Real savvy, top-notch performers, able
direction, have earned a fervent "Well
Done" from advertisers; local, regional
and national. All hands are standing by
to hoist "sales" for you!

(Based on Measured Contour Map by Jansky & Bailey)

5 of Virginia's Busiest Cities are
within WTAR-TV's Grade-A Signal.

1. FORENOON WATCH . 8:45 A.M

2. AFTERNOON WATCH 1: 10 - 1:30 P.M.

3. FIRST DOG WATCH 4:30 - 6:00 P.M.

4. SECOND DOG WATCH 6:30-6:35 P.M.

5. SECOND DOG WATCH 6:40-6:45 P.M.

6. FIRST WATCH 1 1:00-1 1:10 P.M.

7. FIRST WATCH 11:15 P.M

"Bob and Chauncey'

Andy Roberts Show
with Lee Brodie
and Orchestra

M-G-M Theatre"
Jeff Dane, Host

Laverne Watson
"Your Esso Reporter'

Joe Foulkes,

Staff Meteorologist

Joe Perkins
"11th Hour News"

"The Best

of Hollywood"

M-G-M Hits

For detailed information and rates on these exceptionally
high-rated, low-cost programs write WTAR-TV or your Petry man.

gsgss

' .

S^ST^3

CHANNEL 3, NORFOLK, VIRGINIA

Business Office and Studio — 720 Boush Street, Norfolk, Va.

Tel.: MAdison 5-6711

REPRESENTATIVE Edward Petry & Company, Inc.

SPONSOR

11 MAI 1957

KANV is
Shreveport's

ONLY

ALL

NEGRO

PROGRAM

STATION!

That's why KANV is
THE station to use to
reach this richer-than-
average Negro market.
Our experienced staff
knows its audience and is
ready to help with your
sales problems at the
local level. KANV rates
are low and results are
high!

GET
THE
PROOF!

It's yours for the asking.

Write, call or wire the KANV
Representative in your area — NOW!

1050 Ice - 250 Watts - DAYTIME

the OHLY ALL NEGRO PROGRAM Station in

SHREVEPORT, LOUISIANA

Tv and radio
NEWSMAKERS

Herminio Traviesas, BBDO vice presi-
dent who has been in charge of the Lucky
Strike radio and tv activities for the past
seven \ears. has been appointed manager
of the tv-radio department at the agency.
Robert L. Foreman, who was recently
named an executive vice president, will
continue to supervise tv-radio activities
along with his new responsibility as chair-
man of the plans board. Traviesas joined BBDO in 1950. Before
that be was with CBS for three years as network tv sales service
manager; and with NBC for ten years as traffic manager, interna-
tional division and salesman for international accounts of the
radio recording division. At BBDO Traviesas has supervised Luck\
Strikes network shows which include: } our Hit Parade, Robert
Montgomery Presents, Private Secretary and the Jack Benny Shoiv.

James M. Gaines, vice president and

general manager at WOAI and WOAI-TV,

San Antonio, has been named president

and general manager. Reorganization of

the management of Southland Industries.

owners and operators of WOAI and

WOAI-TV, follows the death of Hugh A.

L. Halff. New chairman of the board is

Hugh Halff. Jr. The new president is an

alumnus of the National Broadcasting Co. Gaines joined NBC in

1941 in the station relations department and subsequently held

many posts there including: assistant sales promotion director,

sales promotion director, manager of Y\ RCA. manager of the

o&o stations, and later vice president for the o&o's. He also served

as vice president in charge of radio and tv for Y\ OR. New \ ork.

Earlv in his career, Gaines was a Major Bowes representative.

Wilson J. Main, vice president and direc-
tor at Ruthraufi & Rvan. has been named
director of marketing at the agency. Func-
tion of the department will be to coordi-
nate marketing, research and media. In
announcing the appointment. F. Kenneth
Beirn. R&R president, said. "This appoint-
ment marks a greatly expanded marketing,
research and media department for greater
depth of service to our client in developing sound marketing and
merchandising programs." Main has been with the agency since
1935. In 194-1 be was elected a vice president and then in 1949
he was made a member of the board of directors. He has been
research director since 1942 and for the past several vears has been
active on administrative management committees. I nder the new
set-up Daniel M. Gordon will continue as v. p. and director of media.

SPONSOR

11 MAY 1957

SPONSOR • 11 MAY 195*3

SPONSOR

The light touch can backfire

For many years it was a rare clienl who approved radio
commercials with a lighl touch (although radio's top ad-lib
personalities have always sold this way). But now the pen-
dulum has swung. Today sponsors are throwing old preju-
dices out the window and are looking for spoofs, comedy,
parodies, skit- and novelties of every description to enhance
their wares.

This, we admit, is wholesome. The new commercials are
a breath of fresh air and sometimes make better listening
than the programing which surrounds them. But the dan-
gers in the new trend loom as great as the opportunities.

Nothing falls as flat as the attempt at humor which doesn't
i ome off. And nothing can kill the current trend as fast as a
few -dozen bad imitations of the successful light touch com-
mercials.

The light-touch trend deserves a long run in radio. Per-
haps it will become a permanent fixture, joining such suc-
cessful commercial forms as the melodic jingle and the par-
ody of a hit song. But we shudder at the prospect of a rash
of imitation Harry's and Bert's flooding the airwaves (there
have already been a few inept efforts of this type on both
tv and radio).

The important thing for admen to realize about the suc-
cessful light-touch commercials (see article this issue page
37), is that they are not humorous for the sake of humor
alone. Humor is merely the ear-opener. The real guts of
these commercials is still straightforward sell.

The bright young men and women who sit at the type-
writers in your agency obviously are raring to prove that they
can be as funny as the best. But it's as important to make
a balanced appraisal of your commercial's personality today
as it was before Harry and Bert Piel, Cho Cho Sen-Sen and
the other delightful characters of today's light touch school
were invented.

THIS WE FIGHT FOR: Yon can't blame sta-
tions for putting their best foot forward during
"ratings week." Everybody does it. But a way
must be found to end this highly artificial
situation. Dates for ratings should be secret.

lO-SECOND SPOTS

Small fry: Playhouse 90 (CBS TV)
is said to be considering a play on the
early life of Liberace. Complete with
toy piano and candelabra three inches
high?

Quote: Groucho Marx in TV Guide —
"If you were the advertising man en-
trusted with the spending of $2 or
$3 million, would \ou try to elevate
the public or would you try to find
yourself a good commercial show?
When the public wants to be elevated,
it will do its own elevating."

Great oaks: MBS has come up with
some notes on the birth-place of some
of its stations: \\ OR. New York, began
in the rug department of a Newark
department store; WBAX, Wilkes-
Barre. Pa., originated in the bedroom
of a private home; Philadelphia's WIP
was born in the piano department at
Gimbel's; KGDE, Fergus Falls. Minn.,
first broadcasted from a small drug-
store; in the same state, Moorhead s
KVOX started in a 12 x 15 foot base-
ment cubicle of a hotel, adjacent to the
mens room.

Science-fiction: Working late one
night at Cunningham & Walsh, Time-
huver Jack Bray phoned out for cof-
fee and doughnuts. He gave the ad-
dress and asked that it be sent up to
the Media Department. When it final-
ly came, he noticed that directions on
the check stated "c/o Meteor Dept."
Maybe they mistook the timebuyer for
a spacebuyer.

Trend: Add titles of new adult West-
erns: The Restless Gun. "Give that
ornery cowpoke a Milt own!"

Test pattern: Proof of a super sales-
man, according to Jack Mulholland.
NBC TV Spot sales manager in Chi-
cago, is when he can sell a show with a
0.4 rating. What is a 0.4 rating? It's
when nobody's listening and four peo-
ple hate you.

Automation: From N. Y. Times —
"Developers of electronic gadgets have
prepared the groundwork that will in-
troduce the age of automation into
commercial broadcasting. The day
when a station can present hours and
hours of programs with no one even
touching a switch or throwing a cue
is in the foreseeable future."
And the local personality uill answer
to the name of Frankenstein.

SPONSOR

11 MAY 1957 ]

e re moving more motor cars in motorize*

*-r*

\ 1 1

WOO as of January 1, 1957*

19% more than January 1, 1947 —

hre automotive sales than Seattle, Fort Worth, Mem-
(is, New Orleans or Columbust

'ere are more people making more, driving more cars
ad watching Channel 8 more than ever before.

itten-Holloway Services -California Department of Motor Vehicles
t ilet Management May 1956 Survey of Buying Power

KFMB

WRATHERALVAREZ BF

Edward Petry & Co.. Inc.

SAN DIEGO

A m -

NEW YORK

CHICAGO

DETROIT
BOSTON
SAN FRANCISCO
ATLANTA

HOLLYWOOD
DES MOINES

TELEVISION STATION REPRESENTATIVES

r HM

MS a

* YCHK PO w Y

■W

.It

IS MAY 1 • n .
40« ■ copy • SIO ■ ymr

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

MORE AUDIENCE* THAN

ANY STATION IN MINNEAPOLIS-
ST. PAUL THAT'S WHAT

WNBF-TV, BINGHAMTON, NY

DELIVERS DAY AND NIGHT
SEVEN DAYS A WEEK-AT

LOWER COST PER 1000.

YOUR BLAIR-TV MAN HAS

THE EVIDENCE FOR YOU.

Also more oudience than any
station in Baltimore, Buffalo,
Houston and other major markets.

Pulse, November 1956
SRDS, March 10, 1957
Television Magazine, Nov. 1956

A TRKNOLE STATION

WNBF-TV

BINGHAMTON NEW YORK

rSj Channel 12
ABC-TV • NBC-TV

TOO MANY
COMMERCIALS
ON RADIO?

^I es, -.i\ buyei -. point-
ing to multiple spotting.
No. maintain sellers;
even with prime-time
squeeze radio compai ea
well to the othei media

Page 37

Can Pat Weaver
lick the system
he built?

Page 40

Saturation
radio hypoed
this contest

Page 43

Timebuyer team
in action
for Texaco

Page 48

■operated by: Radio and Television Div. / Triangle Publications. Inc. / 46th i Market Sts.. Philadelphia 39. Pa.
WFIL-AM . FM • TV. Philadelphia. Pa./WNBF-AM • FM • TV. Binghamton. NY. / WHGB-AM. Harrisburg. Pa.
WFBG-AM • TV. Altoona. Pa. / WNHC-AM • FM • TV. New Haven-Hartford. Conn. / wlbr-tv. Lebanon. Pa.
National Sales Office. -IBS Lexington Avenue. New York 17. New Yc

TENMESSEE

MISS

Announcing

die Appointment of

Harrington, Righter
<Sl Parsons

National Sales Representatives

Effective June 1st

BIRMINGHAM

Alabama's Best in TV

WABT is honored to be included with
these distinguished TV stations:

WAAM — Baltimore
WBEN-TV— Buffalo
WCDA-B-C— Albany
WDAF-TV— Kansas City
WFMY-TV— Greensboro
WHAS-TV— Louisville

WTMJ-TV— Milwaukee
WRVA-TV— Richmond
WSYR-TV— Syracuse
WMTW-Mt. Washington
WTPA— Harrisburg
WTIC-TV— Hartford

GA.

WABT Channel 13 NBC

FLORIDA

This year's Fashion revival given so much impetus bj 1A Fait
Lady i- reflected in 1 1 m i — lingerie promotion for DulVnt nylon.
Qlustrations reveal a feminine dream world of soft pastels, and
delicately express the theme, "The New Romanticism." Ad-
vance orders promise tie-in- 1>\ stores across the 1 . S., giving
nylon an extra boost in spring nn >n t li -. \d- run March through
June in Vogue, Harper's Bazaar and The Sew York Times.

Most people have no use for bad weather. Hut th>- Campbell's
Soup people do. Thej use such weather to sell soup in some
seasonal magazine ads. These spe< ial ads feature "mood' 1 photos
of raw. rainy, miserable days the kind of weather, depth re.
searchers say, tliat puts folk- in the mood foi some good, hot
soup, lor added spice, weather shots are in black and white,
make color photos of Campbell's Soup all the more inviting.

Mrs. Sal Maglie i- one of several Brooklyn Dodge: wives who
appear in a new series of commercials for Schaefer Beej on the
Dodger telecasts. In warm and friemlh dialogue w ith off-camera
announcer, each wife discusses some bobb) or interest she pur-
sue- (Mrs. Maglie loves to cook Mexican food) for real enjoy-
ment. In her own word- and in her own way, each also mentions
her appreciation of Schaefer— "for real enjoyment, real beer."

Another exciting new idea in home lighting
Electric, of course. You can actually "i whole room

with G-E Coloramic l>ul!> — ul>tl\ change it- whole color ami
mood in the short time it take- !<• < bange bulbs. This four

• BBD< > < I- -eland i- in itself a brand-new idea. It shows
the same room lighted tour different ways with <• I - ' "ramie
liulh- Dawn Pink, >k\ Blue, Sun Gold and Spi - I

BATTEN, BARTON, DURSTINE & OSBORN, INC., ADVERTISING

T - \ N T \ . fiO-TON

IT • HOLI Y«OOI<

SPONSOR

18 m^ L957

18 May 1957 • I ,,l. 1 1, \u. 20

Jp»

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

DIGEST OF ARTICLES

Is radio over-commercial?

37 "Yes" saj buyers, multiple spotting weakens the sales punch. "No" reply
sellers. Even with prime-time problem, radio compares well to other i lia

Can Pat lick his own system?

40 The architect oi big-money tv lias gone to low budget. This interview
with Weaver puts limited network in perspective with tv world Tat built

Saturation radio put the zip in this contest

43 Englander may move market-by-market after hitting the jackpot in San
Francisco with a treasure hunt promoting its springs and mattresses

Top tv commercials as the artists see it

46 36th annual Art Director's show chooses top tv commercials of the year.
Criteria: do thej have that "forward look?" Top winners: Ford and Lincoln

The timebuying team

43 \ detailed picture of who does what on a spot account as a team at
Cunningham & Walsh launches the "Tower of Power" campaign for Texaco

FEATURES

28 Wth and Madison

57 New and Renew

66 News & Idea Wrap-Up

6 Newsmaker of the Week
90 Reps at Work
60 Sponsor Asks
18 Sponsor Backstage
86 Sponsor Hears

9 Sponsor-Scope
94 Sponsor Speaks
62 Spot Buys
94 Ten Second Spots
14 Timebuyers at Work
92 Tv and Radio Newsmakers
58 Tv Results
83 Washington Week
24 Women's Week

In Upcoming Issues

A new all-media yardstick

In the works is a new research yardstick which compares printed and
air media impact. The system has been used in eight markets thus far

Preview of nighttime network tv

Soon to be published, the fall nighttime network tv schedule with
I estimati comparisons with the season past

Editor and Publisher

Norman R. Glenn

Secretary-Treasurer

Elaine Couper Glenn

VP-Assistant Publisher

Bernard Piatt

General Manager

Arch L. Madsen

EDITORIAL DEPARTMENT

Executive Editor

Miles David

News Editor

Ben Bodec

Senior Editors

Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch

Assistant Editors

Joan W. Holland
Jack Lindrup
Betty Van Arsdel

Contributing Editors

Bob Foreman
Joe Csida

Art Editor

Phil Franznick

Production Editor

Erwin Ephron

ADVERTISING DEPARTMENT
VP— Advertising Director

Arnold Alpert

New York Manager

Charles W. Godwin

Western Manager

Edwin D. Cooper

Southern Manager

Herb Martin

Production Manager

Jean L. Engel

Advertising Staff

Jane E. Perry

George Becker

Ginger Dixon

Administrative Coordinator

Catherine Scott Rose

Administrative Staff

M. Therese McHugh

Circulation Department

Seymour Weber
Beryl Bynoe
Emily Cutillo

Accounting Department

Laura Oken
Laura Datre

Readers' Service

Betty Rosenfeld

Member of Business Publications
Audit of Circulations Inc.

ES3

SPONSOR PUBLICATIONS INC.

combined with TV. Executive, Editorial, Circu-
lation and Advertising Offices: 40 E. 49th St.
(49th & Madison) New York 17, N. Y. Tele-
phone: MUrray Hill 8-2772. Chicago Office:
161 E. Crand Ave. Phone: Superior 7-9863. Los
Angeles Office: 6087 Sunset Boulevard. Phone:
Hollywood 4-8089. Printing Office: 3110 Elm
Ave., Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign $11. Sin-
gle copies 40c. Printed in U.S.A. Address all
correspondence to 40 E. 49th St., N. Y. 17,
N. Y. MUrray Hill 8-2772. Published weekly by
SPONSOR Publications Inc. Entered as 2nd class
matter on 29 January 1948 at the Baltimore
postoffice under the Act of 3 March 1879.

Sponsor Publications Inc.

Congratulations to the

KWKH WINNERS!

Here arc the statistical w izards and speed demons
who were the first to name the three radio stations
in America which dominate their markets as com-
pletely as K\\ Kll dominates Shreveport and its
entire .MIS No. 2 area. Our KWKH checks totaling
.$1500 have already been mailed to them.

MR. ROBERT GRAF

Ted Bales & Company

New York

MISS CAROLYN V. POSA

MR. ED. PAPAZIAN

Batten, Barton, Durstine & Osborn

New York

MR. MARVIN D. BERNS

J. Walter Thompson Company

Chicago

And what ewe tlir facts about k\\ K H*> impact and domi-
nance? K\\ Kll has ">()' ' greater circulation than it» nearest
competitor in the home county — 293' ! greater circulation
than its nearest Shreveporl competitor throughout it- NCS

No. 2 area — and tliir- despite the fact that there arc eight
radio stations in Shreveport, rather than ju-t lour or live!

[mpressive as these figures arc the) arc onlj part ol the
reasons why practically everybody chooses KWKH in the
Shreveport area — advertisers as well as listeners! \-k your
Branham man for all the facts!

KWKH

A Shreveport Times Station
I TEXAS

SHREVEPORT, LOUISIANA

50,000 Watts • CBS Radio

ARKANSAS

The Branham Co.
Representatives

Henry Clay Fred Watkins

Genera/ Manager Commercial Monoger

RALPH RENlO|

"Renick
Reporting

6:30 PM

WT|J!s Local, Award-Winning Ne\

From South Floric

Basic Affiliate

THROUGHOUT THE DAY . . . THROUGHOl

THE WEEK WTVJ's AWARD-WINNING

NEWS PROGRAMS CONSISTENTLY OUT-R,

THE COMPETITIVE SHOWS ... IN MANY O

BY 4 ... 5 AND 6 TO 1

FLORIDA'S FIRST TELEVISION

ARB March: WTVJ again captures 82.6% of ALL Sou

RTNDA "Gold Trophy
Award For Outstanding TV
News Operation in the Na-
tion." 1952

hows Obtain Top Ratings
Hewers

WTVJ TAKES GREAT PRIDE IN THE

NATIONAL RECOGNITION RECEIVED BY ITS

i MAN NEWS DEPARTMENT. .. AN INDICATION

THAT THE STATION IS SERVING ITS

COMMUNITY IN THE PUBLIC INTEREST

RTNDA "Gold Trophy
Award For Outstanding TV
News Operation in the Na-
tion." 1953

•

• HEADLINERS Award For
Outstanding Local News".
1956

Represented Nationally by
iters, Griffin, Woodward, Inc.

fc^t^*********** 4 * 4

STATION

dam** 1

MIAM

Ibrida Television Quarter-hour Rating "FIRSTS"

television audience leadership
in baltimore's 3-station market

WMAR-TV

measured

coverage

March Nielsen reports
that WMAR-TV garners

share
of

48.3V-

total
audience

with all these
quarter-hour Monies in 1 week

NSIarea 28,510,300

Beyond NSI area . 16,222,500
Total V 4 hr. homes 44,732,800

* 7 A.M. -Midnight, Sun. thru Sot.

SUNPAPERS TELEVISION, BALTIMORE, MD.

TELEVISION AFFILIATE OF THE
COLUMBIA BROADCASTING SYSTEM
presented by THE KATZ AGENCY, Inc.

New York, Detroit, St. Louis, San Francisco,
Chicago, Atlanta, Dallas, Los Angeles

NEWSMAKER
of the week

The news: Henry Jaffe, union and show business lawyer-
iiu ned-tv-producer, was honored along with AFTRA's late executive
secretary, George Heller, at AFTRA's 20th anniversary dinner 13
May. One of the toughest union negotiators in show business, Jaffe
was AFTRA's national and New York counsel for almost 20 years.

The newsmaker: Henry Jaffe, one of the founders of
AFTRA, would have left the union a year before he did (he resigned
as national counsel this year) if the death of George Heller hadn't
kept him at the bargaining table for one more battle. Among his
final accomplishments were the extension of AFTRA's pension and
welfare plan to radio and the tripling of transcription scales.

After fighting for years over pay levels that often involved in-
creases of a few dollars a week, Jaffe is now traveling in the multi-
million dollar atmosphere of network tv show costs. Not that strato-
spheric show business budgets are
a novelty to him. Being attorney
to such personalities as Dinah
Shore, Grace Kelly and Leland
Hayward has given him more than
a speaking knowledge of show
business costs. However, his first
venture as an independent produc-
er on his own involves a record
talent and production nut for a
weekly network tv show. This is
the hour-long Chevy Show, which
will cost Chevrolet, bv sponsor's
estimate, about $150,000 per week,
exclusive of time, and involves a total annual cost to the sponsor of
between $11 and $12 million.

Jaffe is unruffled by these figures, though, obviously, not unhappy
about it since Dinah Shore, whom he represents as lawver and mana-
ger, will appear in about half of the 52 shows. While not unmindful
of the pay his clients receive. Jaffe puts the dollar sign second to the
nature of the role the star gets and its impact on the public. "Id be
ashamed to tell you what Dinah got on her first hour show for Chev-
rolet," he said. "But I realized what it would mean to her if it were
successful." Jaffe also realizes how difficult it is to set an objective
figure on a star's price. "How can } ou say what a star is really
worth to a tv sponsor unless you know what the sales impact is?
I've been told Jack Benny pulled Jell-0 out of the doldrums. What
should he have gotten? Maybe a share of the company.""

Besides the Chevy Sfww, Henrv Jaffe Enterprises, set up after
he broke up with his former law 7 partners (including his brother,
Saul), is pitching three other shows for the 1957-58 season and is
already planning six for the 1958-59 season. Among those he's cur-
rently working on is a series of 20 one-hour dramatic-musical fairy
tales featuring Shirley Temple as hostess-narrator. ^

Henry Jaffe

SPONSOR

18 MAY 1957

^^±3

i-b- 1

THHOUQHOUT NEW ENGLAND

MORE PEOPLE

THAN ANY OTHER

I STATION

mmmmmmmm

Operated by Yankee Network Division, RKO Teleradio Pictures, Inc

\ i i i i | '-r — T"^

d- 4.

WNHC-TV DOMINATES AGAIN!

In a 14-county area, covering 896,000
TV homes, sign on to sign off, seven days a
week, WNHC-TV delivers average audiences :
a 210% greater than top New York City station !
▲ 244% greater than Hartford ! !
a 174'A') greater than New Britain!!!

WNHC-TV nearly triples monthly coverage

of next Connecticut station, delivering all

of Connecticut plus entire Springfield-

Holyoke market area. Katz has

proof: ARB, Nov. 1956; Nielsen

NCS #2, 1956.

WNHC-TV

NEW HAVEN-HARTFORD, CONN.

Channel 8

ABC-TV* CBS-TV
Represented by KATZ

operated by : Radio and Television Div. / Triangle Publications, Inc. / 4-6th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM • TV, Philadelphia, Pa. / WNBF-AM • FM • TV, Binghamton. N. Y. / WHGB-AM, Harrisburg, Pa.
WFBG-AM • TV, Altoona, Pa. / WNHC-AM • FM • TV, New Haven-Hartford, Conn. / wlbr-tv, Lebanon, Pa.
National Sales Office, 4-85 Lexington Avenue, New York 17, New York

...ESPECIALLY IN HARTFORD!

sponsor o L8 m\v 195'

\ft>\t tignificant tv nrul tmiio

news of the urrk with inlerjiretntion
in depth for limy readers

SPONSOR-SCOPE

18 MAY When does a buyer stop sticking pins In ;i map and reach the "cutoff* 1 point?

•roMson publications mo. I his week that was the important question for reps ami station men .1- the fill scramble

for business was at its height.

SPONSOR-SCOPE finds that the method f<>r determining a maximum t\ network
hookup (or basic spot campaign) lias pretrj nearl) evolved in!" i fixed formula.
Oriirinallv developed by one of the giant sponsors, it oom has gained wide >

and imitation. Here's how it works:

1) Every county delivered by the basic station is credited to thai Station.

2) Basic optional stations arc given credit for all counties not duplicated !>\ B
hasic station, plus delivery of set circulation in marginal counties.

3) To arrive at the cutoff point, the aeenrv then works out the average COSt'per-
1000 homes for all the basic optional stations. That average becomes the auto.
matic yardstick for addiner other stations or omitting them.

An occasional exception is a station that delivers 50.000 undupliratcd tv homes in a
missing and required countv.

Note that while the foregoing concept is phrased in network terminolocv. it is equal-
ly applicable to spot with a slight change in language.

So now spot — which has had to await its turn in the automotive game — at
last is at bat. Pontiae is the first to feed it a home-run hall.

Through MacManus. John & Adams. Pontiae will be spending over S.Vmillion
for air media durins the 19f57-season. This is the breakdown:

• Six specials on NBC TV. totalling around S2.250.000 in time and talent.

• The Notre Dame games on MBS C14 or 15 weeks).

• Simulcasting of two of the final professional football games.

• A 13-week schedule of saturation spot radio for the fall and winter month*.

• A likelv repetition of this schedule in the spring.

With the spring campaign included, the spot expenditure will run well over
the §2-million mark.

General Motors' pronounced swing toward tv as a favorite medium for its divi-
sions could in a large measure he due to the fact that it has an enthusiastic rooter
near the head of the GM table.

He's William F. Hufstader, whose corporate title is v.p. in charge of district staff.
His office is right next door to Harlow W. Curtice's. And within the industry, he's cen-
erally credited as being one of the really sharp marketing strategists.

Chevrolet's ears are open for a network radio pitch.

Mutual has already had its say to Camphell-Ewald. offerinz a package similar to
the one Ford has purchased on CBS: seven davs of news, music, personality and variety
shows.

Meanwhile Campbell-Ewald didn't let the Ford deal pas? without a burnup at CBS
Radio. Whv. the agencv wanted to know, wasn't the ?5.5-million deal also offered to Chev-
rolet. when for three years it has shown enough confidence in the medium to run as many
as 12 five-minute periods a week?

Chrysler through it all remains a question mark. Its big tv show? are lined up.
to be sure. But what about radio? The trade onlv can guess at this point — but it's a _
guess — that Chrvsler will be in the network radio bac too.

SPONSOR • 18 MAY 1957

SPONSOR-SCOPE continued . . .

Ernest A. Jones, president of MacManus, John & Adams, appears to have
modified his impressions of tv as a medium for selling autos.

About 18 months ago, Jones got quite a play in the papers because of his bearish views
on tv. But this week he indicated to SPONSOR-SCOPE that he is becoming a convert in
part, at least.

He attributes this to improvements within the tv industry, rather than any changed
understanding of the medium by the auto people.

The improvements, as Jones sees them, are:

• A better effort to fit the medium into the needs, selling pattern, and marketing
problems of a particular industry.

• Broader flexibility in show and time buying — in other words, the medium is more
open to propositions from advertisers with specific promotional objectives.

Jones feels that one of the greatest "logistic" advances made by networks was the in-
troduction this season of a system whereby advertising can buy "specials" more free-
ly and flexibly than before — due to the right of the networks to preempt two periods from
regular advertisers during the year.

(For more of Detroit's share in coming season's air media picture, see 4 May SPON-
SOR-SCOPE, page 9.)

Bill Maillefert. Petry's radio chief, figures that next week he will be able to
tell whether his plan for getting stations to reduce nighttime rates is headed for
success or is a dead duck.

On the thesis that night radio can be sold if "priced practically," Maillefert has asked
the 20 Petry radio stations to make the nighttime rate 50% of the daytime tab. The tally
should be available in a few days.

Maillefert's next move (should the vote be significantly favorable) : Suggest to SRA
members that they start the ball rolling with their own stations.

It may cause a stir, but WINN, Louisville, has introduced an agency compensa-
tion policy that pays up to 20%.

The scale is 15% on the first $1,000 each month; 17 1 /2% on everything from $1,000 to
$2,000; and 20% on everything above $2,000.

Pulse intends to disclose stations that use special promotional devices to hypo
their showing during rating weeks.

The method : When informed of such "special activities," Pulse will ask the stations
to describe the giveaway (or whatever it was) and publish the replies in the audi-
ence report.

Meet network tv's latest pressure group:

It's composed of seasonal advertisers — most of them specializing in the gift trade —
and the object of their agitation is a better break in discounts.
The seasonal fellows contend that:

• The present discount structure in tv is really a hangover from radio — a system orig-
inally designed for such big advertisers as P&G and General Foods.

• Equitable discount provisions should be made for year-in-and-year-out custom-
ers who, because of the nature of their business, can use tv only at certain intervals during
the year.

Tv sponsors can get an idea of the dimensions of the commercial producing
field via the seven-year progress of a representative firm — Eliot, Unger & Eliot.

It started with a camera, now has an investment of $600,000 in equipment. It gets be-
tween $2,500 and $15,000 per commercial. Once located in an apartment house, it now occu-
pies three buildings and grosses $2.5 million a year.

10 SPONSOR • 18 MAT 1957

* SPONSOR-SCOPE < "firmed . . .

SI'0\<nl! ^COI'K this week checked with each of tin- radio network! t" find onl wli.n
effeel the npenrge in network bnya hum had on relationahipi with affiliate -

Here's a Mim-up of what the networks say:

ABC i Defections, which for a while were like a chain reaction and in man) cases
involved change of ownership, have halted completely, The gap* have been filled pretri well
CBS: No significant defections; hence no problem.

MBS: Drop-OUtB in Milwaukee. K.C., St. Joseph, and other places have heeri replaced

Manv stations which preferred independence now are inquiring about Mutual'- new con
tract and programing service.

NBC: Has same market lineup as prior to pullout of Westinghouse stations; aba
again set in Buffalo and Allentown.

Over-all conviction expressed hy the networks: Station- now are tendin;
work radio in a hetter light — especially in view of the high costs of trying to program
everything locally.

U.S. Steel's Christmas radio promotion, Operation Snowflakr. is going net-
work.

BBDO this week placed orders with ABC and CBS Radio for time and talent to be
used for two weeks prior to the holiday. The expenditure all told will add up to
$50,000.

The blueprint to date looks like this:

ABC: Don McNeill, Monday through Friday; My True Story, Monday, Wednesday.
Friday.

CBS: During the weekend (for women who work on other days) Galen Drake. Robert
Q. Lewis, and Our Miss Brooks.

Estimated impact: 57 million family impressions, with each family reached 4.8 times.

Operation Snowflake used spot radio in the two previous years.

Stations that have watched the upbeat in network radio with terror and envy
can take heart.

An agencv executive who instigated much of the network business this week told SPON-
SOR-SCOPE that local stations are beginning to counter with sales and programing
ideas of their own.

"Instead of accusing the networks of swiping their spot business," he feels, "a num-
ber of stations are cultivating new types of accounts in our shop with imaginative
and different gimmicks."

His postscript: "I don't see why more stations can't themselves produce concepts like
'Imagery Transfer' and dream up new ways of buying and using radio."

CBS Radio continues to maintain a steady new-business rhythm.

The past week's take includes:

• General Mills: Six five-minute spots a week on Impact; §6,600 weekly.

• Toni: 10 seven-and-a-half minute units a week: 120,000 weekly.

• Good Housekeeping Magazine: 10 seven-and-a-half minute units a week: $20,000
weekly.

Additionally. Florida Citrus. Seeman Bros.. Sara I^e Cakes and American Home
Foods bought into the Arthur Godfrey show.

Revlon continues to mix up its choice of programing types.

Within the space of a week it's bought Walter Winchell's crime show i ARC TV i and
three June segments of the Steve Allen variety show i NRC TV).

National spot tv perked up handsomely among the bigger New York agencies
last week with action from P&G (Tide) through Compton; McKessen-Robhins 'Tar-
tan) via DFS; Welch Grape Juice (R. K. Manor! >.

SPONSOR • 18 may 1957 11

SPONSOR-SCOPE continued

P&G will lii in up its tv plans in a few days, but this year there is going to be
a hangover. Here are the events behind it:

1) Daytime network tv is in pretty healthy shape these days.

2) That takes any potential panic or extraordinary concessions out of the rate situation.

3) But by this token, daytime tv is too high-priced for some of P&G's lesser
brands.

It's too late to do much about that now, but that doesn't bury the problem for the
future.

People close to the account say that P&G's main block in failing to grapple successfully
with this quandary is a psychological one: It's still dreaming of the phenomenal big-
circulation-low-cost days of radio when a new brand with a small expenditure could take
off like a skyrocket.

The media world has changed (a serial which cost $700,000 a year in radio would come
to around $3.5 million a year on tv) but P&G's media experts still nurture the hope that
the networks will rescue them with a more economic rate plan.

ABC TV this year slashed daytime to a third the nighttime rate. But where P&G sus-
pects it missed an opportunity is in not getting to NBC TV with a long-range plan
before that network started on its daytime upsurge.

P&G will use 5 hours a week on NBC TV and 6^4 hours a week on CBS TV
this fall.

In net billings the combination will run between $17-18 million.

The earned discounts on CBS TV put P&G's daytime rate at 37^4% of the
nighttime gross rate, while the various discounts on NBC TV will reduce the cost on that
network to a third of the nighttime gross rate.

But in terms of base rates, P&G still is buying daytime facilities at 50% of the night-
time rate.

Johns-Manville, which last sponsored Meet the Press, will be out of the air me-
dia picture for several months.

There's been a change in management, and the newcomers want to take a breather to
determine both marketing and media direction. JWT is the agency.

The tempo of network tv buying for fall picked up rapidly this week.

the following to vour chart:

Add

ADVERTISER

AGENCY

SHOW

NETWORK & TIME

PROGRAM COST

Alcoa

F&S&R

5-Star Theatre

NBC M 9:30

$40,000

Goodyear

Y&R

5-Star Theatre

NBC M 9:30

$40,000

Pillsbury

Burnett

The Big Record

CBS W 8

$50,000

Oldsmobile

Brother

The Big Record

CBS W 8

$100,000

Kellogg

Burnett

The Big Record

CBS W 8:30

$50,000

U. S. Rubber

Richards

Navy Log

ABC Th 10

$32,000

Buick

Kudner

Patrice Munsel

ABC Th 8:30

$45,000

Lorillard

L&N

Court Last Resort

NBC F 8

$28,000

Pall Mall

SSCB

Manhunt

NBC F 9

$31,000

Quaker Oats

WBT

Jane Wyman

NBC Sa. 10

$33,000

Other developments: General Foods, having dropped West Point, will sponsor Danny
Thomas by itself on CBS TV Monday 9-9:30. Lever is looking for a show on CBS Tuesday
8:30, with JWT as the agency of record. The ABC Wednesday 8:30-9 niche will be occu-
pied by a Bristol-Myers program.

For other news coverage in this issue, see Newsmaker of the Week, page 6; New
and Renew, page 57; Spot Buys, page 62; News and Idea Wrap-Up, page 66; Washington
Week, page 83; sponsor Hears, page 86; and Tv and Radio Newsmakers, page 92.

SPONSOR • 18 MAT 1957

Toss 'em! These may be all right for somebody who

doesn't know what WDGY has done to Twin Cities radio

- LATEST (1957) NIELSEN -

I — I

515.2
90.7

254.3
208.3

WDQ V has rock* U <l up!

i \i i id-.- (Station A :

In Marco L956 . .,.,..,,.

t \i i in-- (Station A :

In March l!»..i [ WDGY:

Nsi Area Average audience,

\.m.-6 p.m., Monday-Saturday)

• • •

WDGY first NSI Area- 9 a.m.-6 p.m.
M -, day-Saturday

When L957 figures are available (and thej an i it stands I
they are more significant thai L956 "history" esp cially whei
data show things as of >

The Nielsen "big-change" (shown left) is one instance. Another np-
to-date fact: WDGY is first all day per latesi Tr< ither:

WDGY is first every afternoon per latesi Boop • . . . and ]><t
Pulse. In fact, Pulse gives WTJGY an average rating
7 |p.m.. Mon.-Fri.).

In every recenl report, WDG^ has a big first place audii

Talk to Blair, or WDGY General STEVE LABUXSKI.

WDGY

The Storz Stati

MINNEAPOLIS-ST. PAUL

TODD STORZ,

President

]

WDGY

Minneapolis-St. Paul

WHB

Kansas City

WQAM

Miami

Represented by John Blair & Co.

KOWH

Omaha

WTIX

New Orleans

Represented by Adam Young Inc.

SPONSOR

18 may 1957

Gef on the ball
...in San Antonio

The going is rough in San
Antonio and South Texas with-
out KONO, the No. ONE station
that 88 national advertisers buy
year after year.
KONO Radio sells best in this
51 -county market because of
the powerful

49%

PENETRATION

in San Antonio's Home County
(N. C. S. #2)

Want more information? Call
your H-R or CLARKE BROWN
man.

860 kc 5000 watts

ca :f -cra

SAN ANTONIO RadlO

Timebuyers
at work

Anita Wasserman, Lawrence C. Gumbinner Agency, New York,
timebuyer for Filter Tip Tareyton, says: "1 indulged in a lo\el\
daydream today — 'If all I had to do was buy time . . . ah!" Then
I took a look at the mountains of papers in various folders and I
snapped back to realit\ . Contracts that weren't right — confirmations
that varied from orders, with spot
costs that differed from original
quotes, etc., etc. And, once the
buying is over, you're engulfed by
hundreds of pieces of paper that
verify and bind up tight the cam-
paign under way. If you're a
good swimmer and have stamina,
you can get through these rough
seas and reach the shore — a clean
desk. Then you plunge in again
on a new tide. So, this is an S-O-S
for avails that have all informa-
tions on them — including ratings; packages when asked for: combi-
nation rates earned if you have a multi-product account: correct
adjacencies; spot costs; and start and end dates easily visible. We
also need prompt notification by the station of missed spots — why
missed — and make-goods or credits for same. Enough! Fewer pa-
pers, clearer and more information — then we can all swim ea-il\ .

Val Ritter, Cunningham & Walsh, New York, buyer for Folger's
Coffee, comments: "The timebuyer who wants to be can be more
than a numbers juggler and become creative b) looking for a little
extra in his buys. He can view the commercial and get a better
feeling for the campaign. He can attend meetings where the discus-
sion is on the more creative as-
pects and come in contact with the
copywriter, production men and
account executives. The feeling
for the whole rather than his part
alone can enable him to apply
himself to his job with more assur-
ance. If he knows the commer-
cial, he can place it in an atmos-
phere more conducive to viewer
interest. An abrupt change in
commercial mood from the mood
of the preceding program could be
disturbing to the viewer. It would be advantageous to place his
spots next to shows whose commercials can be related to his product.
For instance, a beverage commercial slotted next to program spon-
sored by a food advertiser. Naturally, these do not replace the basic
considerations of ratings, coverage and audience, but they suggest
that a creative approach is important to the buying function today.

I !

SPONSOR

18 ma\ 1957

PIN POINT POWER
GETS BEST RESULTS

Radio Station W-l-T-H "pin point power" is tailor-made to
blanket Baltimore's 15-mile radius at low, low rates —
with no waste coverage. W-l-T-H reaches 74% of all
Baltimore homes every week — delivers more listeners per
dollar than any competitor. That's why we have twice as
many advertisers as any competitor. That's why we're sure
to provide a "steady stream" of sales results for you, too.

"Cumulative Pulse Audience Survey

h«M»

Tom Tinsley
President

R. C. Embry
Vice Pres.

c o

FIDE

C E

National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.

SPONSOR • 1!'. \i \\ 1957

1".

,iOr of the Am
ican Research Bureau and eminent authority on
program ratings. He is seen here as he selects a Mij
west market for special review . . . one of the huj
dreds of markets in which ZIV shows consistent
rate high.

In the photo at the left, ARB Tabulation Director, Kenneth
Aurich, is supervising distribution of ARB's national diari*
In these diaries TV viewers record the facts behind the Al.
" ": on these ■*»«•*

ZIVs

NOW READY
TO MAKE
RATING
HISTORY!

am au-nbw

"The NEW Adventures of

Martin Kane

starring Academy Award Winner

William Gargan a

MYSTERY-ADVENTURE SERIES

Get Martin Kane in y
market and you get T:
most firmly establish
mystery -adventure ho
Wire or phone immedial]
for a look at a truly gripp|
audition and a compreh
sive sales plan.

1ME IN CITY AFTER CITY!

I V4 1 i. ft l

I Love Lucy. Dragnet.
se90. What's My line
ny others ARB. Mar

BEATS: Groucho Marx, Bob
Hope, Perry Como, Dragnet,
and many others ARB. Mar
1957

starring BRODERICK CRAWFORD

trol" "SCIENCE FICTION

THEATRE"

IN ROCHESTER

IN SEATTLE-TACOMA

40.2 37.6

BEATS: I Love Lucy, $64,000
Question. Groucho Marx. Play
house 90 and many others
AR8. Feb 57

BEATS: Ed Sullivan. I Love
Lucy. $64,000 Question.
Groucho Marx and many
others ARB. Feb. '57.

IN PITTSBURGH

IN SAN FRANCISCO

38.0 23.9

BEATS: Playhouse 90, Wyatt
Carp. Arthur Godlrey, What's
My Line and many others
ARB, Jan. '57.

BEATS Arthur Godi-
Video Theati'

Sid Caevar and many others
ARB. Jan '57

N 0LUMBIA, S. C.

2.2

B Ed Sullivan. I Love
164.000 Question. Play
■ 90 and many others
liar '57

IN BALTIMORE

25.1

BEATS: Dragnet. Phil Silvers.
George Gobel. Sid Caesar and
many others ARB, Mar '57

IN SAN FRANCISCO

IN CEDAR RAPIDS
WATERLOO

IN PORTLAND

IN SEATTLE-TACOMA

31.2 56.5

BEATS: Playhouse 90. Drag
net, Arthur Godfrey. Phil Sil
vers and many others AR8.
Jan '57.

49.8 22.1

BEATS: Ed Sullivan. I Love
Lucy. $64,000 Question. Per
ry Como. and many others
ARB. Feb '57

BEATS: Perry Como. Bob
Hope. Playhouse 90. Disney
land and many others ARB.
Nov '56

BEATS: Arthur Godfrey. Play
house 90. Phil Silvers, lux
Video Theatre and many
others ARB, Jan '57

IMifflfflMli

starring BARRY SULLIVAN

e CISCO K

ring DUNCAN RENALOO and LEO CARRI

IN BALTIMORE

IN JACKSON, MISS.

IN BALTIMORE

IN SACRAMENTO

Groucho Marx. Perry
Arthur Godfrey. Drag
many others ARB.

30.7 40.7

25.4 25.2

BEATS: Ed Sullivan. Groucho
Marx. Jack Benny. Playhouse
90 and many others ARB.
Feb '57.

BEATS: Ed Sullivan, Groucho
Marx. Perry Como. Playhouse
90. and many others ARB.
Oct. '56.

BEATS: Groucho Marx. Perry
Como. Jack Benny. Climax
and many others PULSE. Dec
1956

BEATS: George Gobel. Lux
Video Theatre. Sid Caesar.
Ernie Ford, and many others.
ARB. Feb '57

BEATS: Arthur Godt' .
house 90. Phil Silvers. George
Gobel and many others ARB
Feb '57

LAS VEGAS

3.9

$64,000 Question,
i Marx. Perry Como,
md and many others
•56.

IN SAN ANTONIO

27.0

BEATS: George Gobel. Steve
Allen. This Is Your Life. Danny
Thomas and many others
PULSE. Nov '56

IN BIRMINGHAM IN SAN ANTONIO

35.8 30.2

IN COLUMBIA. S. C.

IN MOBILE

38.9 37.8

BEATS: Groucho Marx. Drag
net. Climax, Jack Benny and
many others PULSE, Dec. '56

BEATS: Dragnet. Arthur God
frey. Steve Allen. This Is Your
Life, and many others PULSE.
Nov '56

BEATS: Ed Sullivan I Love
Lucy. $64,000 Question. Jack
Benny and many othe r s ARB

BEATS ■■ .'" Groucho

■

ot just one survey, not just one month, but
Imost always! That's how often you find
iv shows at the very top of the rating lists.
) if you want the CONSISTENTLY BIG
UDIENCE of a CONSISTENTLY HIGH-RATED
HOW, join the big happy family of Ziv
low sponsors.

FROM WE TOP MW
fill syMP/CAT/ON . • •

IH C0A/T/fV0/fV6

mm mm**

TWO HITS

and NEVER

A MISS

popular music stations

BAKERSFIELD\

and CALIFORNIA

LANCASTER /

KBIS

SOUTHERN _- AluM# .

SAN JOAQUIN TRADING

VALLEY AREAS -

KBVM

ANTELOPE
VALLEY

. POPULATION-
RETAIL SALES

- 91,000

• {101,000,000

COMBINED 2 ) romiAtiON... 538,000
MARKETS TOTALI mtaii sales .. $682,283,000

• • •

■UY »OTH STATIONS
KIIS. .«J XI VM
FO» COMIINCD HATES
LESS 10*

by Joe Csida

sor

■~j+ ■% «-3

Look over your shoulder back to 1946

The Institute for Education by Radio-Tele-
vision of Ohio State University in Columbus did
me the honor this year of asking me to make the
opening address at the Institute on Wednesday
evening. May 8. By the time this sees print,
the speech will have been made, unless some-
thing unforeseen and fatal happens to me be-
tween the moment I write this piece (Monday,
May 6 I and Institute time.

The theme of this year's Ohio State session is "This Is Broadcast-
ing, 1957! . and I have been asked to open the proceedings with
a 30-minute discourse on "What Happened to Broadcasting, 1946-
1956." I have worked rather hard to prepare a paper, which I
hope will have some interest and value for my listeners. I have
not only rummaged around in my memory hour upon long hour,
reviewing my own personal experiences and knowledge of the
past decade, but I've also done a substantial amount of research.
I have been so fascinated with this review that I have the feeling
you might find this 10-year look over your shoulder worth reading.

Congressional investigations brewing in 1945

Some things haven't changed at all. For example, just before
the decade dawned, in the summer of 1945 Representative Emanuel
Celler. Democrat from New York, was demanding that the Federal
Communications Commission crack down on broadcasting. Radio
programs, said the Congressman, featured too much boogie woogie,
and besides thev were too corny. And this very week the honorable
Mr. Celler released an as yet unendorsed report of his House Anti-
Trust Subcommittee objecting to a number of network practices
like '"must buy" stations, option time, etc. and warning of legisla-
tion to correct same. Congressman Celler continues, too. to interest
himself in the nation's popular music picture, since his report details
the many unfair advantages he believes BMI to have over ASCAP.

But bv and large the past 10 years saw more drastic change, more
spectacular development in the broadcasting industry than has
possibly been seen in any other American industry in a like period.
In February of 1946. to illustrate, General Mills allocated close to
$5 million to radio. This represented slightly more than one half
of the total General Mills advertising budget. But less than five
vears later in July of 1950 the Association of National Advertisers
launched a fierce and successful drive to force network radio to cut
its nighttime rates. Led by the Columbia Broadcasting System.
the networks soon slashed their nighttime rates until they were
virtuallv on a par with daytime.

An even at the reduced rates the last half of the decade saw radio
(lc\ ising new small segment, low cost sales concepts and selling
plans. Records and transcriptions ceased to be a dirty word around

SPONSOR

18 may 1957

OF THE HOUSE!

Today in the nation's Capital, Nielsen* proves most radios are tuned to WRC.

Take the early morning for example, from 6 to 9 am, Monday through Friday.
W RC's Al Ross is far and away the most popular man in this time period
with Washington radio listeners. His "Timekeeper" show wins a 10 share of
the total station audience, 63' < greater than the second station's.

A.nd for most of the day and night, Nielsen now tells the same kind of story
ibout WRCs audience advantage. For the total week WRC wins an average
share-of-audience, 32' [ greater than the second station.

tn Washington's 17- radio-station market, such an overwhelming vote of con-
fidence carries over in force to WRC-advertised products. Let Al Ross on WRC
Radio speak for you in the nation's Capital . . . just as he does for 64 national
md local advertisers.

'NSl Report-Washington, D.C, Area-January 1957 WASHINGTON. DC.

WRC -980

SOLD BY

sllll » \l I ••»

Sponsor backstage continued .

NORl audience
in lansing

20 to \ P0^ er

5000

HVltt

V(M«

-W\ar. '57 Hooper
»B Lansing Shows
MONDAY THRU FRIDAY

7 -oo a.m.—

\l noon
\l noon—
6.00 p-«n-

yyilS Station B

58.9 I «- 6

54.6

32.7

IAMS1HG

W ore listeners than

a \\ other stations

heard in
Lansing combined

* )a n. thru Mar. average
C. E. Hooper, Inc.

Represented Nationally by
Venard, Rintoul & McConnell, Inc.

the radio networks, due to the willingness of the American Broad-
casting Company to carry a transcribed show sponsored by Philco
and starring Bing Crosby. The deal did specify that if the ratings
of the show fell under a certain figure, der Bingle would agree to do
the balance of the shows live. But the ratings held up, and in
February of 1949 NBC discarded its rule against playing transcrip-
tions on the network.

This last 10-year span also saw the CBS talent raids against once
all-powerful NBC. Abetted by some brilliant tax lawyers William
Paley dangled multi-million dollar capital gains deals in front of
some of General Sarnoff's finest audience-getters, and in reasonably
rapid succession lured Jack Benny, Edgar Bergen, Red Skelton and
several others over to 485 Madison Avenue, in some cases (Bennv-
American Tobacco, for example) complete with sponsor. All this
transpired in late 1948 and early 1949.

But as has been indicated network radio came upon rough da\ s.
Television moved in and blitzed it along with movies and magazines,
sports and conversation. Remarkably enough independent, non-
network affiliated radio, not only rode out the television storm, but
prospered as it had never prospered before. A few columns back
I mentioned the incredible amount of spot business every station
I visited in 18 different cities was doing.

Radio stations come high and sell fast

And the trade press has been chocked with reports of the high
traffic in radio station sales. Maybe the two recent record-breakers
in the station sales category tell the story best. DuMont. which
couldn't quite make it as a television network, bought New York's
leading independent, WNEW, for ST. 5 million from a group of gents
headed by William Buckley. Mr. Buckley and his friends had paid
$4 million for the station just a few years earlier.

And Westinghouse, shortly after servering its network radio
affiliations with NBC, bought Chicago's leading independent station,
WIND, for $5,300,000. And this in an era when television zoomed
to greater gross billings than all of radio combined. In 1954 tv
did $595,000,000 as against radio's $449,500,000. This was the
first year that the combined broadcasting business topped the billion
dollar mark.

With so little space left, it's a little foolish to get into developments
in television over this past decade, but a quick outline will serve to
recall the tremendously exciting growth of the medium since 1946.
In November of that year Bristol-Myers sponsored the first network
tv show, a two-station hookup via NBC for a show called Geo-
graphically Speaking. A few months ago CBS TV claimed, without
getting too much of an argument, that 100,000.000 people saw its
telecast of the Rodgers-Hammerstein Cinderella.

It was in that same vear that Zenith's Commander E. F. Mr-
Donald, Jr. wrote a piece in the now defunct Collier's magazine,
maintaining that advertising alone would never be able to support
television, that pay-tv was essential and inevitable. That same
10-year span saw the battle between CBS mechanical and RCA
electronic color tv with the latter victorious after CBS won several
important early rounds. But more in subsequent columns on video's
breathtakins last 10. ^

SI'U\M)1!

18 may 1957

pick a number from

No matter how many feature films your station programs,
MGM-TV has a plan to fill your needs a plan that will
bring you higher audience ratings and bigger sales increases
than you ever imagined.

For "one-time" impact, choose single pictures, individu-
ally priced in keeping with their fabulous audience appeal.

Or, for maximum economy, choose one of the already-
packaged groups, consisting of from 100 to more than
700 titles of the greatest motion pictures ever produced.

Write, wire or phone
now to determine it
your market is still
available.

A SERVICE OF
LOEWS INC.

701 Seventh Avenu N. 1

Richard A. Harper, General Sales Manager

the fabulous features that

started the

^HER.
YOUR

The human nose is being pushed around! It can't be sure of anything any
more. And Science is to blame! Men spend long hours in laboratories, inventing magic formulas
for removing the natural odor of things. Others take equal time to devise ways of introducing
fragrances and flavors into places where they never existed. A nose for news might detect a trend.

It's got to stop, say we ! Let things be as they really are !

We're doing our bit. In "The Silent Service," our syndicated TV film scries
about the men who man the nation's submarines, we really plumb the depths. We go to ex-
traordinary lengths— on location, in fact— to capture that true briny flavor. Why, yen can prac-
tically breathe the diesel. The salt spray stings to high heaven. The pitch and roll, the sw<
and grime, the sights and sounds and smells -they're all there, all real. And some scieiv
thinks he's going to filter the breath of reality out of our series? Well, we'll see him inhale first !

And we've got friends, too. CNP, as more and more people are finding out,
insists on giving local, regional and spot advertisers first crack at first-class product. But do you
suppose for one minute that this is the reason "The Silent Service" has now been bought in more
than 100 markets, including 21 of the country's top 25? Nonsense! With "The Silent S
it's the zesty savor of reality that gets 'em ! NBC TELEVISION FILMS a division of

CALIFORNIA NATIONAL PRODUCTIONS, INC.

The 8.000-foot Tehachapi Mountain
Range is nature's own "sound barrier"
between Bakersfield and Los Angeles.
PROOF: No Los Angeles Radio Station
has ever appeared on any recent Bakers-
field Radio Area Survey.
BAKERSFIELD RADIO MIST BE
USED TO EFFECTIVELY REACH
BAKERSFIELD BUYERS

KGEE DOMINATES

7:00 A.M. -12:00 Noon

KGEE 22.8%

2nd station 16.1%

12:00 Noon -6:00 P.M.

KGEE 30.1%

2nd station 14.5%

(C. E. Hooper, Inc. — Oct.-Nov., 1956)
Share of Audience

FOR COMPLETE KGEE STORY

Call

George P. Hollingbery Co.

Herb Wixson, Station Mgr.

BE CAGEY— BUY K-GEE!

News and views for women in
advertising and wives of admen

Women's week

Help wanted? I his month a woman hecame head of advertising's
oldest employment agency — Walter A. Lowen Placement Agency.
Ruth Lowen, daughter of the founder, took over the business 6 Mav
from her father who's retiring.

In Lowen's 37-year history the stock of women in advertising
has definitely risen.

"But even today, only one woman for 20 men gets a job paying
$10,000 or more a year. Under $10,000 the ratio shifts to one
woman for every five men," Ruth Lowen told SPONSOR.

How can a woman get around the boss' fear she'll soon leave to
raise a brood?

"Play it by ear," says Ruth Lowen. "Women executives have
learned to do this. Women under 25 starting out in business just
have to convince the men thev want a career, not a manhunt."

Women's longing and drug sales: Phrasemaker Florence Goldin
pegged women into four groups for drug manufacturers at a Toilet
Goods Association meeting.

Twigglings — girls between 12 and 18: they're experimenting,
looking for new things.

Huntresses — from 18 until they marry, they're perfectionists
facing the most competitive battle of their lives. "They'll switch
cosmetics brands until they score a hit," Florence says.

Wife — now the woman is economy-conscious, looks for easy-to-
buy products on super market shelves.

December bride — she has money for the promises of youth.

A beauty and fashion coordinator, Florence Goldin is both a wife
and the only ladv v.p. at Grey Advertising.

Is "suburban man" obsolete? Wives of admen who've been
thinking of themselves as suburbanites or exurbanites might as well
revise their thinking. According to the latest socio-psychological
study, chances are they're '"interurbanites."

Mrs. Interurbia, says the study, "is an expert in understanding
others, examining motives, analyzing behavior."

The interurbia study, conducted by J. Walter Thompson, Yale
University and Fortune, says more and more Americans today live
in virtually linked metropolitan areas.

The vast majority of admen live in the 14 interurbias throughout
the country.

What's Mr. Interurbia like, according to JWT. Yale and Fortune?

1. He's above the national average in desire for achievement,
desires to rival and surpass others.

2. He needs to dominate other people.

3. He's more willing to talk about sex and less strict in attitudes.

4. He likes to be the center of attention. \ anity and self-dramati-
zation are stronger in him than in the non-interurbian.

5. He's more assressive and does not mind change.

SPONSOR

18 may 1957

100,000,000 Americans
Go Places And See Things!

Sell this 17 billion dollar market* with

VAGABOND

THE BIGGEST PLUS

First run on a
tested show—
at a low cost
per thousand!

iStation KCOP Los Angeles 13 5 ARB

•Research report available on this fab-
ulous travel market. See the eye-
opening figures for yourself. (They
include almost all your potential
VAGABOND viewers )

Reach the 100.000.000 Americans who are traveling the year round. These are the
inquisitive, probing, sightseeing Americans visiting historical sites, famous monu-
ments, national parks and vacation lands in every .state and country on the continent.
There is concrete proof that the greatest travel boom in history is HERE AND NOW!

• Americans spend 17 Billion Dollars for vacations annually.

• Americans are on wheels — rolling along in over 41 Million autos.

• Americans on the move take advantage of their travel opportunities — 2 /i of all
wage and salary earners are eligible for annual paid vacations.

With all America in the travel mood — VAGABOND gives you THE ONLY SHOW WITH
THIS HUGE READY MADE MARKET. Take your audience where it wants to go in
North America — to the lively playgrounds of the USA . to the nostalgic cities where
history was made, to the Oregon rapids, to the famous ski resorts, to the National
Parks of the Golden West, to gay. colorful Mexico, to beautiful, romantic Hawaii.

Tune in all Travel-Minded America with Vagabond

Produced by Bill Burrud Productions.

# OFFICIAL FILMS

^T^ ^) 25 West 45th Street . New

INC.

'ork 36, New York

REPRESENTATIVES IN:

Beverly Hills • Chicago • OaHat

San Francisco* St Louis* Boston

Minneapolis • Philadelphia

Atlanta

SPON-OK

18 M \V 1 ( )-1.

li**"

< Ik il plants on ilit Ohio Rivei banks draw pure, high quality rock sail from

deep beneath tin surface. 1 lie salt is ideal foi the manufacture of chlorine and
caustic soda, important ingredients in a wide varietj oi chemical products. Colum-
bia Southern, Ulied Chemical, National Aniline and Mobaj Chemical are among
the majoi chemical companies now operating in the Ohio Valley. In the past three
years, chemical-plant construction in the WWVA area has passed the Muu million mark.

Wheeling, the gateway to the midwest, is the focal point for
retail sales, wholesale distribution and manufacturing in the area.
Located on the hanks oi the beautiful Ohio rivei and on National

THE BOOMING
OHIO VALLEY
AND WWVA

ng area lies the nation's only natnial snpph of coal sufficient lot powe!

i i aluminum plant- in the eastern I nited states. Here is the

In tin 1 l.iii n.i Coal l o. New coal processes

<Im>i. at prices competitive with Hydraulii power.

■ in 10 miles li the Wheeling area.

Wheeling were increased by 1,100,000 K\V during

.is( iii the nation. Mill e is meded even \ear.

ting facilities m tin \\ \\ \ \ area will he increased by
anothei 1. .nun kU

Route 10, Wheeling is the natural lml> ol i prosperous
i. in market. In 1 1 > foreground is Wheeling's ne« multi
I on Henn Hi

i '»- unci ingi day in thi inn iti < I nulls in 1 1 ■ •

in 1955 'in two majoi Ohio Va

Hi » Igl |, .in in.

ing Hi National rton Steel is .1 majoi division, ma

million dollars will i» spent in expansion by 1957. Wheeling -

1 .ill- ten 65 million in 1 xpansion

Coal from the hills, sail From the earth and watei
lioin the river make the Wheeling-WWVA area
ilic nation's fastest growing industrial region.
Urn' more than One Billion Dollars has been
spent in the past live Years lor plant-expansion
Snd new construction. AND A BILLION MORE
IS PLANNED FOR THE IMMEDIATE
FUTURE!

For more than 30 years WWV \. the Friendly
yoice, has been the area's leading radio station,
the ONE advertising medium dominating a 2.2
billion-dollar market.

Surveys prove this dominant It.nK rship again
and again. In the most recent \kl \IM LSI
counties surrounding Wheeling were measured.
In every instance WWV \ was the favorite station
by a wide margin. WWV A ranked first in ever)
quarter-hour surveyed horn 6:00 am to 12 mid-
night, seven days a week. Ever) hour, ever) d.i\.
WWVA topped them all.

I HE WHEELING \K1 \ . . . a BOOMING

STORER MARkl I . best served, and b

SOLD. h\ WWV V

|l BROADCASTING
W «OMPANT

WSRD WJW WJBK WAGA WBRC WWVA WCBS

Toledo, Ohio Cleveland. Ohio DeifOit, Michigan Allonta, Georg.o B.,rmnghom. Alobama

WSPD-TV WJW-TV WJBK-TV WAGA-TV WBRC-TV

Toledo, Oh.o Cleveland. Ohio Delro.1. M.ch Anonio. Go

KPTV WOBS-TV

NEW YORK — 625 Madison Avenue, New York 22
SALES OFFICES CHICAGO — 230 N. Michigan Avenue, Chicago 1, Franklin 2-6498
SAN FRANCISCO — lit Sutter Street, San Francisco, Sutter 1-8669

- ^fc*T » » ■ - — — __ "

Ohio Ri.er provides Wheeling industry with low co-t transportation
: the nation's population. Annual Ohio Ri.er shipping is now
iat.it close to 85 million tons. Railro.nl> plan -JO, 000,000 for improve-
to meet the WWVA ana's booming industry.

*■::■■■■■'.■.,: fy? ''

'-■;

Recent influx nf primary aluminum manufaciurine means hunti-
new plant- to process and Fabricate the product. Olin Mall

ilion dollar basic plant -t full, integrated aluminum

plant— so huge that n> 1 power plant- are being con-

structei it. Re>ult: Thousands of new jobs and new families

for the WWVA Market.

Handy Bookmark Series

P en0U lOTMteW •—

Keep your place
in Los Angeles
icith KTTV

Rep

rese"

ted «°"° n

|^«&#«***

a«#

a*l***^

i****

49th an
Madi

Stoopnagle story

Noting iiiaiix amusing bits in SPONSOR,
thought you might get a chuckle from
one of the most uproarious incidents
I've encountered in radio.

Some years ago, I was producing
and directing Col. Stoopnagle's Quixie-
Doodle Quiz, sponsored by Mennen. I
was in the control booth, giving signals
to my assistant on stage, Sid Nameless
( he's now a prominent advertising ex-
ecutive i .

Near the end of one show, Stoop-
nagle started milking a funny contest-
ant. We were running out of time, so
I signalled to Sid to speed up the Colo-
nel. Sid revolved his hand toward
Stoop, with the classic speed-up signal.
Stoop ignored him. I signalled harder
to Sid, who signalled faster to Stoop.
No result.

Stoop still paid no attention. In
complete desperation, Sid turned to the
front of the stage — and revolved his
hand hvstericallv AT THE AUDI-
ENCE!

Samm S. Baker,

Executive Staff,

Donahue & Coe, New York

P.S. Me? I managed to cut to the
closing commercial and sign-off. just
before I collapsed with laughter.

That tower looks familiar
While carefully perusing the April 6
issue of sponsor, I was delighted to
come across a photograph of our mag-
nificent 670 foot tower I page 30).
I'm glad that you decided that our
tower was so representative of the tele-
vision industry that vou chose it for
this particular article.

We're always glad to have pictures

of our facilities in the leading trade

publication and a small six-point credit

line would also make us most happy.

R. A. Fillmore, manager, advertising

& promotion, WBJJF, Buffalo

E.T. Co. very much alive
A famous wit, on reading an untimely
report of his death, was said to have
(Please turn to page 35)

SPONmiK

18 may 1957

ORINTHI

WISH & WISH-TV 1

J.H.

Whitney & Company an-
nounces the formation of the
Corinthian Broadcasting Corpo-
ration to coordinate the manage-
ment policies of its stations.

The television stations are WISH-
TV Indianapolis, WANE-TV
Fort Wayne, KOTV Tulsa and
KGUL-TV Galveston, serving
Houston.

The radio stations areWISH Indi-
anapolis and WANE Fort Wayne.

All are CBS affiliates.

'Always to be best,
and distinguished above the rest"

HOMER, 900 B. C.

Responsibility in Broadcasting

BROADCASTING CORPORATION

630 Fifth Avenue. New York 20, N. V.
inapolis, WANE & WANE-TV Fort Wayne. KOTV Tulsa. KGUL-TV Galveston, serv

>tv

^STUWTnf^

KOTV

KOTV has more viewers
in the rich Tulsa market
than all other stations
combined.*

(^CBS Basic Affiliate
Represented by Petry

*TOTAL WEEK (ARB, FEB. '57, AND NCS *2)

r®

4*L4

CORINTHIAr

iSH & WISH-TV Indianapolis. WANE

KGUL-T V

KGUL-TV now leads all
other stations in the
Houston area ARB*

and is the only station
delivering city-grade sig-
nal in both Houston and
Galveston.

^ CBS Basic Affiliate

Represented by CBS
Television Spot Sales

♦TOTAL WEEK (ARB, FEB. '57 AND HOUSTON-GAL-
VESTON TELEPULSE, JAN '57)

STATIONS Responsibility in Broadcasting

("ANE-TV Fort Wayne. K.OTV Tulsa. KGUL-TV Galveston, serving HouJton

k.'B V

r'^J

WISH

.Hiiiiiiiii

WISH-TV has more
viewers in Indianapo-
lis than all other stations
combined.*

^ CBS Basic Affiliate
Represented by Boiling

*TOTAL WEEK (ARB, JAN. '57. NSI AREA, DEC. '56,
TELEPULSE, OCT. '56)

r ANE-TV

WANE-TV now leads
in the billion dollar all-
UHF Fort Wayne market.*

^ CBS Affiliate
Represented by Petry

♦TOTAL WEEK (15 COUNTY FORT WAYNE AREA
ARB. FEB. '57)

S TAT IONS Responsibility in Broadcasting

H & WISH-TV Indianapolis, WANE |||||§|1LnE-TV Fort Wayne. KOTV Tulsa. KGUL-TV Galveston, serving Houston

LilU

RADIO

?'*

CORINTHI

Indianapolis

Fort Wayne

Serving the radio needs of
these two major Indiana
markets.

Jf CBS Radio Affiliates

S TAT IONS Responsibility in Brc

WISH & WISH-TV Indianapolis, W>|MB lift WANE-TV Fort Wayne, KOTV Tulsa, KGUL-TV Galveston, setving

49TH AND MADISON continued

remarked thai reports ol his passing
were gross!) exaggerated.

This remark w < >u 1< I be the under-
rtatemenl of the decade ii applied t<>
t h<- implied non-existence "I Standard
Radio Transcription Services of Chica-
go b\ the omission of this companj -
name from the li-i oi service compa-
nies i" the broadcasting industr) in
the \ \l! II! convention issue of spon-
sor. W e would like to poinl out w h\
our deep resentment "I this omission
i- justified :

Firsl "I all, (In- Standard Program
Librar) of transcribed music is -till
inn- uf the greatest, both qualitj and
Belectionwise, and it has the added
advantage of being available for out-
righl PI RCH \H either as a complete
lil.i,n\ ui a partial. It contains over
.">. mini musical selections plus approxi-
match 150 jingles ami commercial

aid-, and lids latter ^r«ni|) ma\ be

leased separately.

Then, our SOI M) EFFECTS Li-
brary . consisting "I' 21 I discs, is
unquestionably tin- most complete and
finest collection id sound effects; while
oui new LAWRENCE WELK LI-
BR \RY package is an outstanding
collection id 212 of Welk's best — with
Welk voice tracks. This i- a most
economical bu) with no tie-ins-.

Last, but n..t least, SHORTY
Tl NES, the recording «>f 20 top pops
and standards bj leading bands and
combos all instrumental — offered to
subscribers mi a monthly subscription
basis without a long-term contract,
was a Standard innovation in the field
.it a complete service of short selec-
tions for -pecial broadcaMini: needs.

\\l. \IU. \ im Ml (II VLIVE
\\l> KICKING.

Otherwise, I believe SPONSOR is an
excellent publication.

\1. M. Blink, president. Standard Radio
Transcription Services. Inc.. Chicago

TV Guide guided

In case \ou ha\en t seen T\ Guide for

the week of May I- through 10, our

editorial is based on facts from

SPONSOR.

Liz Trousihton. promotion
manager. Tl Guide, Chicago

# I \ (.uitlr «*<litnrial quote* information on
n.iw..rk *ho* failure- *hirh appeared in SPON-
SOR-SCOPE and Wrap-Op, 1:1 April.

(

Over THREE

BILLION dollars spent

annually in retail

sales by residini In

KTHT's coverage area.

Get your share.

Buy Houston's

"most-for-your-money"

station, KTHT.

SELL

THEM

MBS for
Houston and
South Texas

Represented

Nationally

by Paul Raymer

*^7^*,on«c

5000

Spring has sprung
in Providence. R. I.

• afternoon audience
grows 324%

• morning audience
grows 297%

WICE is now either first or second i
audience in 16 daytime quarter hours.

... in just 6 months of Elliot
programming

Source: C. E. Hooper. Jan.-M.irrh 1957

The ELLIOT STATIONS

great independents • good neighbors

TIM ELLIOT. President

Akron. Ohio - WCUE WICE - Prov.dence. R I.

Nntior.nl Representatives The John E. Pearson Co.

SPON-i'K

1!! M\\ L957

(

KBET TV s"LEO"

(forgive the 2nd billing, M-G-M)

ARE READY TO ROAR!/ 7

KBET-TV is now the only station capable of bringing the greatest proven movies
to California's Central Valley, 52 weeks every year...

. . . with exclusivity on MGM pictures in KBET's
entire coverage area! The first and only Northern
California station to buy the entire huge MGM
film package.

. . . PLUS exclusivity on almost 800 RKO features.
. . . PLUS hundreds from Warner Bros., Columbia,

20th Century-Fox, David O. Selznick, United Art-
ists and other major film companies.
A total of over 1700 tremendous motion pictures
not yet shown in the Sacramento-Stockton market
— more than twice as many as all of KBET's com-
petitors combined!

•"GREAT MOVIE"

nightly at 10:00 and

Sunday afternoons

TOTAL AREA

SET COUNT

401,097

•MOVIE MATINEE
Monday through
Friday, 4:00 p.m.

KBET-TV CHANNEL 10

SACRAMENTO

BASIC

CALIFORNIA

CBS OUTLET

Call H-R Television, Inc. for Current Avails

SPONSOR

18 may 195";

^PO N SO R

— J

'""II (,. i
piicit, of "'"'"'■

Broadcasters countei

iiiai

radio « ■«*■* V u

rcialuedofall

dia iv, print, outdooi j

IS RADIO

VER-COMMERCIAL?

Advertisers worry about commercial impact in traffic hours, yel
insist on those hours. Broadcasters are caught in the middle

hich is better for the advertiser:
a slot with a 6 rating and two com-
mercials in it or a slot with a lower
rating but only one commercial in it?

This is the simplest way of stating a
question that plagues both clients and
agencies today. Is radio over-commer-
cialized? Is it crowding a dispropor-
tionate number of announeements into
a time segment? If so. is the multi-
plicity of announeements canceling out
their effectiveness?

Certainb the concern of advertisers
is reasonable. And many station men
are themselves deeply concerned.

In the two hours between 7 and *)
a.m.. sponsor monitored one station

whose programing included a 15-min-

ute sponsored segment. Not counting
the latter, the remaining hour and 1 5
minute-, was filled with 50 mixed an-
nouncements. On another show, be-
tween 10:45 and 11 a.m.. were aiied
10 announcements consisting of four
one-minutes, four half-minute- and two
20-seconds, or a total of six minutes
and 40 seconds commercial time m ithin
a l.Vminute period. I hi- i- twice the
maximum Dumber of commercial min-
ute- prescribed for a single sponsor
within the same time period b\
NARTR in its "Standard- of Good
Practice for Radio Broadcasters."
This jam-packed schedule is an ex-

treme case. But it's b\ ii" mean- an

unusual one. Foi stations t"da\ are in
the focus "f intense pressure to jet m\-
\erti-er- into the so-called "prime-
time" 1 • I • •• k- see "Don't be prime-time

blind." SPONSOR 16 Mar. h

Arthur Pardoll, media -roup din
toi at Foote, Cone -\ fielding, told the
Connecticut Broadcasters Association
at a recent meeting: "Main of u- .\r>-
lei oming justifiably alarmed about
over-commercialization. When 2" or
more one-minute and 20-second com-
mercials are crowded into an hour, the
effectiveness of radio i- seriousl) x i t i -
ated."

The same concern moved Win. r-t\

SPONSOR

18 may 1957

Over-commercialization, it it really does
exist, can only be licked by better programing
plus less client insistence on "prime times"

Co. in Januarj to request lo<zs from
those stations on which it was sched-
uling announcements. "We onl\ a ked
once for these logs," said Dick Grahl,
Esty's radio-tv buyer, "and got an ex-
cellent response. What's more we j:ot a
lot of letters from stations compliment-
ing us on what we were doing.

"We did it," Grahl explains, "be-
cause we're interested in spot radio.
We think it's a fine medium. We don't
want anything to happen to diminish
its effectiveners. At the same time.
we've got an obligation to our clients
which we pass on to the stations for
fulfillment."

I he logs showed up a variety of
practices — good, bad and indifferent.
There were cases of double-spotting
or of "inadequate separation"' between
commercials for competing brands.
Thev also showed that there are a lot
of stations that stick to their guns,
station that will turn away advertisers
rather than jam them into too little
time.

Grahl feels this is one way to lick
the problem. "The stations have got

to have some polic\ to turn down busi-
ness when they're 'sold out.' The ra-
dio advertiser must just wait for an
opening in the same way that a print
advertiser may have to wait for the
back cover of The Saturday Evening
Post."

Esty was not the only agency to re-
quest station logs. In Chicago, the
Shaw- Company recently sent out a call
for them. And while Esty has request-
ed no more logs since January, its
field force is still monitoring stations,
as are many of the other top advertis-
ing agencies.

"Our people in the field." says Ray
Jones, all-media buyer at Y&R, "are
constantly on the watch for bad spot-
ting practices. Whenever thev turn up.
it means a call on the station or a re-
port back here to the agency."

Not only are stations monitored by
agencies, but they are monitored by
competing stations in their areas. Such
policing within the broadcasting indus-
try itself has turned up such extreme
examples of "commercialism" as run-

BUYERS' VIEWPOINT

Arthur Pordoll
/ oote, ( one & Belding

"Let stations start using
NARTB Code as a guide.
In an hour music show,
18 commercials is plenty.
15 minutes should see
separate rival products."

Dick Grahl

Wm. Esty Co.

'"Stations have got to have
courage to turn clients
away when full. And ra-
dio advertisers must wait
for a slot as for cover of
Saturday Evening Post."

Jerry Sachs

Doyle Dane Bernbadi

" Vds strung together are
not programing — they're
a shopping guide. Adver-
tisers must stop clamor-
ing for 'prime time,' sta-
tions must sell all hours."

'.ill mum mmnuimn inn in iiiiiiiin 11 niiiini nil ilium mil Hill m I liillllillinil linilliil I m in mil Willi?

SELLERS' VIEWPOINT

i.'i||lllllllllllllllli r .'llllllllllliliililiililliiillllllllllllliinilliiiiiiliiniilli|i|iiiiiliiiiii' ijniiiiiiiiiiiiiliiiiiiiiiiiiiiliiiiiiiiiiiiiiiiiiiliiiillliililiiiiiiiiilliliiiiiiiiiiilillilililllllliimillliiiiillilllliilililliiliiiiiillii^

Rolf Brent
ii if. Philadelphia

"To lick overcrowding,
stations might charge
premium with guarantee
against double-spotting,
advertisers must spread
id traffic hours."

Paul Weeks
HR Representatives, Inc.

"Retention is influenced
by many factors other
than number of different
impressions. It is too easy
to generalize about com-
mercial load of show."

inn i miiiiiiiiiiini iiiiiiiiiiiniiiii iiiiiiiiiiiimn iimimiii mini i i iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiilim inilii.i

Wells Barnett

John Blair

"Solution lies in good
programing which, of
course, includes slotting
of announcements. Radio
is less commercialized
than anv other media."

ning competitive advertisers back-to-
back and clipping 15 to 30 seconds off
60-second commercials in order to
crowd more into a time block.

On the other hand, it must be re-
membered that some of the agencies
which criticize such practices — justifi-
able as such criticisms are — are them-
selves guilty of what, in auto accident
cases, is often termed "contributory
negligence." Their insistence, or their
clients' insistence, on getting into the
so-called "prime time" morning shows
is sometimes backed up with a good
deal of pressure. Such pressure has
been known to take the form of an
ultimatum: "Get us in there between
7 and 9 a.m. or else." "Or else" can
be a weighty club if the client happens
to be using a 15-minute across-the-
board participation in the afternoon.

"It seems that the loudest complaints
against the problem of over-commer-
cialization of radio in popularized
times — if there is such a problem — are
from the very advertisers who demand
saturation schedules in such times ex-
clusively," says Paul R. Weeks, vice
president and partner of H-R Repre-
sentatives, Inc.

"Tv," says Weeks, "appears to run
multiple spots in succession and adver-
tisers don't seem to feel it cuts their
effectiveness. Outdoor advertisers
seemingly do not complain if there are
six to 10 billboards in a group. Classi-
fied advertisers don't seem to care if
there are a couple of hundred ads on a
single page with no editorial content
between them. Display advertisers in
newspapers don't seem to worry how
many ads. all selling soft lines or either
of the hard lines — liquor or appliances
— appear on the same page. \S e can
only conclude it must be the tremen-
dous effectiveness of the audible mes-
sage that singles radio out from all
other media for this attack."

There are others who feel radio mav
well be the lea-t commercialized of all
media.

An hour radio show containing 15
minutes of commercial time might be
said to have a ratio of 25% advertising
to 70' < programing. The usual rule
of thumb for magazine make-up is
60' i advertising to 40 r r editorial con-
tent or more. The inside pages of an
eight-column daily newspaper may well
consist of seven columns of advertis-
ing, or a ratio of ST 1 ;/; advertising to
I2V2'' editorial copy. Even if an hour-
long radio show contained 30 one-
minute announcements, or a 50-50 ra-

SPONSOR

18 may 1957

NUMBER LIKING SHOW DROPPED ONLY 9% AS COMMERCIALS DOUBLED
TEST I. Audience exposed to 45-minute show, 'five commercials

INDEX

100

TESTfll. Then exposed to 10 commercials in same show

^UHl'i in

Schwerin Research I »rp.. in 1949, measured f"r a radio networE
the effect ol increasing the comber of commercials in daytime pro-
grams. The ali<>\e t hart is baaed "ii a ki\ pair of these tests. What
Schwerin did was to run matched-sample teats in the sam<- show, the

lir-t time with five commercials, the Becond time doubling th< number.
In Test I. tin- commeroia] time was in a relationship of about one t"
eight to entertainment; in Test II this relationship was roughlj «>n«
to three-and-a-half. The loss in likeabilit) in Test II was onl]

tio, it would -till show a lower percent
of "commercialism" than these other
media.

Nevertheless there is the growing
concern about the multiplicity of radio
commercials. Arthur Pardoll pin-
pointed it in the speech to the Connec-
ticut Broadcasters mentioned previous-
ly. *'. . . the advertiser wonders." he
said, "whether his commercial, sur-
rounded b) too many other advertisers
will have sufficient memorability im-
pact. The bigh commercial traffic in
morning radio aggravates the condi-
tion. Advertisers could very well con-
sider turning to media where the pre-
sentation of their story can be made in
a more receptive climate and under
more favorable conditions."

Pardoll was not just raising a prob-
lem. He has an answer on how it can
be licked. "Let the stations start using
the XARTB code as a guide. In a
morning music program there should
be a maximum of 18 commercials with-
in an hour. If a station cant produce
a profit on 18 spots an hour, then

there's something wrong." The 1!! an-
nouncements Pardoll refers to would
be 20s and minutes: he is not count-
ing I.D.'s at break time.

"No station," Pardoll told sponsor.
"should resort to double-spotting. Be-
tween competitive products or con-
flicting copj theme- there should be at
least 15 minute- separation.

" \ station can put into effect a pol-

IB tit

e numlier

nouncements in a -how without resort-
ing to anything as drastic as turning
out current advertisers. Cancellations,
expirations and non-renewal- ol adver-
tising contracts will automatical!} take
care of the problem." Thus it a client

ARTICLE IN BRIEF

Advertisers and broadcasters are both
concerned with the charges of over-
commercialization of radio. Many feel
radio is. in fact, less commercialized
than other media. But if it is crowd-
ing too many spots into too little time,
then advertisers also are to blame.

cancels or fail- to renew, anil i- no| re-
placed l>\ another, then- i- on.- ad less.
Pardoll pointed <>ot that a number of
stations have abroad) begun !•• i ut
down on announcements in this
Initial]} it meam .i slight drop in busi-
ness in some • ases. Bui tin- proved
onl} temporar} . and the} re now d<

better than evei financial.) .

KaU Brent, vice president tnd -
manager of \\ 1 1'. Philadelphia, ad-
vanced hi- own views on how stations

could meet the charge "I over-con.

i iali/atioii :

1. ( barge a premium rat r- that will
r an \ w ith it ,i _mi.ii antee against dou-
ble spotting. I Minute annoum en
should never run back-to-back; with

l'l- and 20's at station break-, bow-

ever, this is almost bound t cur.)

2. Convince advertisers to spread
out schedules tatlier than tr\ to
squeeze into traffic time-. Double-
spotting and overcrowding would be
non-existent if advertisers would
spread out from (> a.m. to 1 1 p.m. in-

I Please turn t<> pax.'- 88 1

SPONSOR

18 may 1957

CAN PA |

I his week the Pat Weaver of May
1957 was out selling hard against a
tough competitor: the Pat Weaver
<>f wars past.

More than am other man. Pat
Weaver helped create hig-time, big-
money television. Now he's in effect
selling the exact opposite.

His new Program Service is de-
signed to '"fill the gap" between local
and network tv. offering advertisers a
low-budget 15-city hookup.

Pat Weaver is still an idea-a-minute
man. Beyond the 15-city network, his
multitude of plans I mostly still in the
contemplation and negotiation stage I
include:

1. Ownership of stations. "'It ma\
come through any day.' he told
SPONSOR.

2. Production of tv series on con-
tract for advertisers to be placed on
the three existing networks.

3. Production of feature films star-
ring Sid Caesar, whose appearance on
NBC T\ next season is now in doubt.

Right now. however, at Weavers
new 430 Park Avenue headquarters,
the focus is on the fourth network.
Weaver is making the rounds among
advertisers and agencies to line up cli-
ents. He and his three-man staff are
talking to independent stations in the
top 15 markets.

At sponsors presstime. no station
had actually signed, but two major in-
dependents. Vi GN-T\ . Chicago, and
KMGM-TV . Minneapolis, have pub-
licly expressed interest in becoming
"\\ eaver affiliates."' While Weaver
hasn't rung up a sale yet. he says the
reactions of advertisers and agencies
have been favorable.

Weaver spoke frankly to SPONSOR on
his progress, his opinions of network

SPONSOR

18 may 1957

.ICK HIS OWN SYSTE

His low-cost network isn't Weaveresque. But it's the base of an operation which ma)
eventually include station ownership, t\ and feature film production

programing toda) and his hopes for
the future. These were sponsor's ques-
tions with Pal Weaver's verbatim an-
swers .1- he gave them from behind
the familiar mammoth I. -shaped desk
in iii> freshly-painted new office.

Q. U here do you stand in lining up
stations as affiliates?
A. Most independent stations in the
LS top markets we're talking about
know what times we're considering,
but there aren't firm agreements yet.
It wont !>c an option time system, but
rather we II have an agreement to clear
a certain percentage <>f their time.

Fundamentally, it will he the same
compensation arrangements with sta-

tions the major networks have. In re-
turn for fixed times, they'll gel a -hair
of our income.

Well he going into it on a project-
In -project hasis. Bj next fall we hope

to program 9:30 a.m. to 11:30 a.m.
Then we'll add 1 :00-3:00 p.m. During
the morning we're contemplating all

live half-hour formats, while the after-
noon ma) encompass hour-long shows.

Q. II hat programs do you have
lined up as of now?
A. Vie plan to he a full fourth net-
work eventually. We're developing pro-
grams for daytime main!) as a starter
and we've made no announcement of
properties vet. But we do have avail-
ahle Ding Dong School and the pro-
grams of syndicators and program
packagers. We'll build some shows
ourselves and contract for others.

Time costs to the client will he much
cheaper than on the other networks.
But program costs ahove-the-line will
be comparable to network show costs.

{). ) on always stressed bringing

peaks of excitement anil cultural /"//-

anee to ii. Where's the excitement

in M>ur plan of operation '?

A. \ business need- a commercial
foundation first and then it can de-
velop the excitement. You can't start
with the extras before you L;et the base.
That's what we did at NBC — we
worked on the commercial base and on
the excitement shows as well. Here too
we expect to develop highl) exploitable
nighttime shows. But first we're con-
centrating on the staples.

K). If hat s been the reaction so far/

A. Everybody's favorable among ad-
vertisers and in the agencies. The buy-
ers like it. other agencv executives like
it. The) haven't made an) commit-
ment yet, but the) haven't raised anv
objections to the idea either.

{). II ho are you calling on?

A. I've called myself on most major
agencies, mans t\ v.p. s, account super-
visors. Between us. we're covering all
bases at agencies and among advertis-
ers too. not to mention station calls.

ij. II In should a nia/oi nationa

vertisei buy a fractional audiet
\. \m advertiser isn'l as interested in
size of audience necessaril) as he is in
conversion into sales. We ma) be able
to match his customers more close!)
h ■ 1 1 1 mil show \ « ■ 1 1 i « les. I "i example,
we ma) have a higher cost- per- 1,000
and still produce a lower cost-per-sale.

i}. H h\ do Mm think there's need jot

a fourth nclu hi I. ?

\. There's a need for us on various
levels. Foi one tiling, segments of the
potential viewing audience are being
overlooked bv the existing networks.
Secondly, advertisers need a tv vehicle
in between the local and the major net-
work level for their marketing needs.
We offer them such a vehicle "ii as
flexible a basis as the) and tlxir
agenc) mighl want.

\nd there"- need h>r programs thai
have freshness and impact and excite-
ment and that can be advertising vehi-
cle- at the same time.

(J. Ire you i on< nitrating on this

fourth network >n do you haic other

Old Pat *u dedicated i<> high-cost Bpectacolan
-hareii l>\ Beveral clients, irregularis scheduled

New Pat plans t" oppose big n»t- with I"*-
m-t h«"'knp wilh -how- lik.<- Ding Don/i S< hnt,l

SPONSOR

18 may 1957

PAT WEAVER continued . . .

plans i add tion to this current one?

A. There are a number of things in

the hopper. \\ e could produce pro-
ing for advertisers to use on other
orks, be it ABC CBS or NBC.

And Ave might take over facilities

ownership.

Q. How are you selling or planning
to sell programing?
\. Mainly, we'll be selling participa-
tions where daytime's concerned. But
that depends on the agency. Do they
want wideh distributed tonnage or the
whole impact of full programing? If
they want full program sponsorship,
they can buy that.

Q. You've criticized the imitativeness
of network tv fare this year. Do you
attribute that to advertiser and agency
pressure and wouldn't they exert more
pressure upon you as a smaller organi-
zation than upon an NBC or CBS?
A. The advertiser doesn't exert much
creative pressure. On network, when
the client pays $125,000 an hour, he
worries about the size of audience and
is willing to be sold on safer concepts
— such as cowboy shows or mysteries.

When we provide time for little
money, he can try for experiments and
for a run-awa) hit.

Q. Do you expect then that advertis-
ers may use your network to test vehi-
cles for major network use?
A. We may develop into a proving
ground for shows. Certainly it's im-
portant to give new show formats a
trial run. Talent too needs to have
such an opportunity. But an advertiser
with an expensive time period on the
major networks isn't going to gamble
on a new personality for example.
He'll take the tried, dried-up old estab-
lished announcers he feels safe with.
We aren't discounting the established
show or personality that continues to
be successful. But on our operation,
the client can give new talent a chance
and develop new Godfreys or Garro-
ways, as well as new approaches.

Q. What do you think of the fall net-
work tv programing lineup?
A. (Shrug, grin). Next fall's night-
time tv would certainly give us an op-
portunity, but we won't be ready for it.
By now most major buys for fall have

Program Service is -mall operation thus far under ex-NBCers: Pat Weaver who quips
head seven department-" : Lewis Marcy, sales executive; Giraud Chester, general executive

been made, nor could we develop a full
lineup in time for the next season. But
the audience won't be too happy with
all the saddle sores and mysteries.

We believe that in regularly sched-
uled format programing the content is
necessarily more limited. Whereas if
you just know you've got an hour to
program with theater-type content, you
have more creative freedom. If vou
call a format Wagon Train or Crisis or
Panic, you're inhibiting the talent from
producers to writers. There's too much
of that on network today.

Also, if you tie your show format to
such a limiting concept, you take the
exploitation value out of tv. In build-
ing a program schedule that has differ-
ent components each week, you have
news value each week. Radio or regu-
larly scheduled tv doesn't have this
exploitation value and tv seems to be
returning to the radio pattern.

A familiar tv schedule will influence
viewing and habits will become settled.
If you know what to expect, vou won't
be searching for new things to watch
each week.

Q. What other plans did you con-
sider before forming this organization
and why did you pick this?
A. Well, I like to feel I'm needed in
this medium. And I also feel that tele-
vision today needs the intermediary
step between local and full network
which we're proposing for the various
reasons I mentioned earlier.

But there were also personal reasons
for my doing this combined with the
fact that I prefer this to being in an
agency or big companv.

Q. How are you operating?
A. We're a four-man network. You
might say that I'm a seven-department
head at this point. We're all talking to
agencies, advertisers and stations. The
verdict is that this should happen.

Q. Do you believe the major net-
tvorks should continue to produce pro-
graming or abdicate this role?
A. \^ ell. this is their first year of ab-
dicating it and we don't know yet how
they'll do but I think they'll be sorry.
I've always felt that major networks
should be programing companies and
nothing else. The main business of a
network is to develop, produce and dis-
tribute programing. That's the gap
we are going to fill. ^

;

SPONSOR

18 may 1957

IT ftHSB MBKTO MM T* MK fUQ « M $ * , Q Q Q """ '

TV h. W._ «. .

— — -. — — — - ■ -,

M* » ■ ■ ' ' i i i ■ i i i ii

SATURATION RADIO PUT ZIP
IN THIS CONTEST

Englander may move inarket-l>\ -market after hitting jackpot in

San Francisco with treasure hunt promoting its mattresses and springs

^^ ( IIICAGO

I he Kni: lander Co., a loading manu-
facturer of mattresses, box springs and
dual sleep equipment, is determining
its final equations in a formula for
radio spectaculars.

What's a radio spectacular? \ com-
bination of saturation frequency, show-
manship and drama in some kind of a
special one-shol format. Englander,

after trying tins combination for one
month in one of its biggest p ttential
market areas, started to sort out in
mid-April the elements in its radio pro-
motion and to come up with a formula.
That's when its month-long Treasure
Hunt in the San Francisco-Oakland
area came to an end — and a highh

successful our it was, in the opinion
id' Knjilander president Ira \I. Pink.
The company had tried a similar
dealer-consumer advertising and pro-
motion campaign in New ""i oik last
fall. After re-evaluating some ol the
approaches, and adding a lot of new
idea-, it moved into San Francisco for
the hunt — and a heaw radio barrage
— on 1 7 March.

The plan: I se saturation radio an-
nouncement-, at the rati- ol -"in.- 100
over a four-week period, on one station
only. That station was KSFO, a round-
the-clock independent. Supporting me-
dia wen- television, with two announce-
ments weekh on KPIX, San Francisco,

and local newspapers, with three tie-in
advertisements pei week with names ol
retailers carrying th< i--r line.

I nglander had U\>- basi< obj© tives
in picking ".in I rani i-< " for this
rial a<\ push and in using a satui i
radio gii eawaj i ontest Ml five

mplished," in the opinion of a<
count supervisor Richard Fechheimei
at North Advertising In. .. < he

These five goals
awareness of the I nglandei name. _'
associate it in people*- minds with
andei - ex< lusive Red-Line i on-
struction feature, available in both the
innerspring and the Virfoam set,

Listeners got their hidden treosure map at dealers, then followed the
Red Line after hearing radio clues. Englander got big payoff, too.

SPONSOR

18 MAY L957

With 300 announcements in four weeks,
Englander had all San Francisco hunting the prize

I > i give the retailers a chance to
use unusually, newsy, provocative and
interesting displays in windows as well
as in store interiors. I 4) encourage the
retailer to carry both Red-Line mat-
In --.s models, innerspring and Airfoam
i thus gaining wider distribution )>\
the store promotion of both I . and (5)
create store traffic."

Saturation radio was the medium
through which Englander gained its
mass coverage, but it took an attention-
getting contest to make an impact on
potential consumers. And it took in-
tensive pre-contest merchandising with
some 150 retail stores in the San Fran-
cisco metropolitan area to back up the
advertising and to follow through with
merchandising on this advertising.

The contest chosen was the peren-
nial broadcast favorite — a money give-
away. Englander scheduled the Treas-
ure Hunt in this way. It concealed a
draft for $5,000, redeemable by any-
one who found it. during the first week
in the four-week contest. The money

prize in each of the remaining three
weeks was $1,000.

Kickoff to the campaign was circula-
tion of the Treasure map. available
only at Englander dealers. Radio
listeners were told in the radio an-
nouncements that a map. with a red
line running through it and passing
at some point over the hidden treasure
site, was available free. Demand for
the map was so great that the original
run was quickly exhausted and an
additional quantity was printed.

The Red-Line theme was integrated
into all advertising copy, and all in-
store and point-of-sale promotions.
Englander's Red-Line construction, an
exclusive feature with the company,
is really two springs in one. joined 1>\
a thin strip of steel. The top coil is
completely free-moving, and is thus
able to adjust to the sleeper's body and
movements, allowing him to relax com-
pletely and comfortably.

So the Red Line, in the same way,
supported all the advertising and pro-

motion themes. It appeared in the
newspaper ads, the window streamers
and in an adhesive-type tape which
was put on store and automobile win-
dows, glass doors, point-of-sale signs.

The Red-Line promotion was a suc-
cess, but exactly hoiv successful isn't
even known to the companx at this
point. "It's too earl\ for all the re-
turns to be in.'" says Fechheimer. And
President Fink, who figures they'll
never know the full story because
'"we'll keep on getting continuing re-
sults from this one promotion."

There are some specifics which point
to success, however. Pink says these
results may be unauthoritative in terms
of usual research, but he considers
them mightily significant. For exam-
ple, one evening he and a party of
guests tried to get into one of San
Francisco's most popular dining spots.
They were told they had to wait. One
of his guests mentioned Pink's busi-
ness association, at which point the
head waiter commented on the Treas-
ure Hunt — and seated the party.

Pink, speaking to the bedding buyer
at one of San Francisco's biggest de-
partment stores, asked him how the
campaign had done. The repl\ ran

Strongest push was on radio, around-the-clock schedules on San
■ ■ Francisco's independent KSFO, for $8,000 hidden treasure hunt

NAME STORE

Follow-through included newspaper ad keyed to
Red-Line theme, tie-in with Jerry Colonna commercials

SPONSOR • 18 MAY 1957

something like ilii-: "I real!) can'l
trace .1 single specific sale to the adver-
tising . . . but I had to re-order three
times in iimc week! Ihi- retailei ran

OUt "I maps dm (lie fir-t da\ of the

1 . rite — . t demand was so hea> j

In the fourth week of the contest,
when one of the 11,000 drafts was con-
cealed in a public park, some 3,500
people overran a different park and
trampled Bowers and bushes in the
process. The park director enlisted
the cooperation ol Englander, which in
tuin called in the state police to dis-
perse the crowd. \ml the sponsor took
to the air immediately with a fa>t cop)
change alerting people thai the draft
was in a park l»ut nol that one.

Richard \\ , Gin in, advertising
director <>f the company, says this
type i>f flexibility was one of the big
factors in the selection of radio as the
basic medium. "V\ e like. I the idea
that we could switch cop) fast, and.
of course, we wanted the broadest pos-
sible coverage at a favorable cost."

To put impact behind thai coverage,
l.n-lander chose a well known person-
alis with a voice which could he iden-
tified l>\ the listener Jerr) Colonna.

Colonna transcribed an intro to all

live commercials, stressing the Red

Line theme |.\ urging listeners to fol-
low the led line | on the map ' to the
Hidden Treasure. I hen a h\ i K.H t I

personalit) gave details on . lues.

I he five goals w hii h were a< hie> ed
can probabl) he summarized in one
woid aw areness. < ionsumei s, foi
ample, are less aw are ol theii need foi
a bed than the) an- of the more
"show) features of theii home, 1
Pink. "Visitors don't normall) seethe
bed, itself, because it's covered and
people tend to buj that which an out-
sidei can Bee at a quick glance."

\ml the retail salesmen often need
to be reminded thai the) can ^>-t biggei
sales volume and greatei consumer
satisfaction b) showing bettei qualit)

items rather than h\ pushing Onl) the

lower-priced promotional numbers a
-tore ma) advertise to bring in traffic,
says Pink.

Englander's advertising not onl)
presents the fact- about Red-Line,
r.njilander's exclusive construction fea-
ture, hut also sells hs creating a feeling
or a mood that reflects the high qualit)
of the Englander products, Bays Fech-
heimer. The mood which Englandei

attempts to establish is one of rest and

Results "f month-long promotion show hypoed Bales, more dealer outlets, addi-
tional retail floor -pace. -a\- W illiam Land (1), re::. -1-. in<zr.. with a $1,000 winner

Pres. |; ■ Pit • V.P. I open

up din

relaxation. I he thei • used in

print and t\ advertising i- "Sleep on
an I nglandei Red-1 ine as relaxed as
\ on sleep on a i a< at ion."

Resean h has indi< ated that people
natural!) assoi iate i ai itions h ith
deep, relaxing, restful Bleep "the type
of -leep \ou u'ct on the Englander Red-
Line mattress and bos spring," accord-
ing to Hint Goodman, assistant adver-
tising director of the company. That's
wh) the Englander advertising u
people to enjo) i a< ation Bleep not just
two weeks of the veai but all yeai Ion-.

T\ pick- up thi- same theme, and

pegs it to a demonstration.

Programing and announcements

purchased on a -pot basis are now the
major advertising effort, with I ng-
lander swinging into it- new. more in-
tensive 52-week t\ stride last January.
Some of the relaxation and vacation
themes are don.- all live, and other- are
handled partiall) on film with on-
camera lead-in- b) an announcer.

Other media purchased b) the com-
pany, under the direction of ( hail<-
Lappen, vice president in charge of ad-
vertising and public relation-, are ra-
dio, local newspapers, magazines and
billboards. T\ gets the weight, in
ter m- of dollars, sa) - the a< i ounl su-
pervisor, with radio being used in
quantit) for such spe ial promotion

event- a- the li.-.i-uie Hunt.

The compan) operates I I manufac-
turing plant- throughout the <o| jn tr\.

with shipments to dealers from these

various point-. Selling i- rdinated

b) \. B. Staeblar, vice president in
charge of sales, and advertising b)

ad director t Jin in.

The) and other client and agent \ ex-
ecutives are working on a final adver-
tising equation for thi- selling era.
One of the decisions they're expected

to make, on the basis of the "-an r ran-
. isco radio re-ult-. i- whether thi- type

of saturation frequency with an excit-
ing COD) theme can be a pattern adapt-
able to am other I . S. market. ^

SPONSOR

18 may 1957

4-1

MEDAL

Lincoln commercial was impressive for its new approach to an
old, old story. Working with optical effects this version gave
excitement to the visual presentation of an auto. Agency: J.
Walter Thompson. Story and design: C. Jenkyns, S. Sturtevant

MEDAL

Animated commercial for Ford was chosen for its effective com-
bination of animation, simplicity and mood in a fresh version of
the humorous sell. Agency: Young & Rubicam. Producer-direc-
tor: William S. Myskens. Art director: Stephen 0. Frankfort

E WINN ERS

Art Directors Club chooses top commercials of 1956. The criteria:
does it have that "forward look?" Big winners: Lincoln and Ford

^^ries of "Art for art's sake" and "It's pretty, but can it
sell?" ring out each year about now. They greet the annual
New York Art Directors Show, held this year 27 May-12
June at the Waldorf. These charges stem from a basic con-
fusion about the awards which cover all visual phases of
advertising for the past year.

The show's chairman, Arnold Roston of Grey Advertising,
told SPONSOR the awards are "designed to elevate visual
creative standards" — and creative is the key word. In the
case of something as complex as a tv commercial, it's hard
to peg the criteria. But this is the committee's approach.

"We've chosen commercials that find a new solution to
visual problems, or a new creative approach which offers a
point of departure for the future,"' says Roston. "This for-
ward look is vitally important to a medium changing as
rapidly as television."

This year animation is still riding high but, according to
Ed Bennett of NBC and chairman of the tv committee, live
action commercials (such as Prudential Insurance. RCA

tv sets and Lincoln I were the most exciting taken as a group.

Bennett admits that in many cases the award might well
go to the producer, director or copywriter in addition to the
art director. "But." he adds "we are an art director's club.
Although we are many times extremely impressed by the
copy, the animation, or the camera techniques, all we can do
is assume that the art director has made a substantial con-
tribution to the final product.

The tv judges were: Robert C. McKichan, NBC; John K.
Hubley. Storyboard Inc.; Jack Sidebotham. Y&R; Norman
Tate. Aver; Ralph Koch, K&W Film: Victor Sandak, Color
Illustration Inc.; William Duffy. ME; Christ Ishi, UPA;
Louis Dorfsman, CBS: Ra\ Lind. B&B: Norman Mullen-
dore, SSCB; Larry Parker. K\E: and Andy Ross. ABC.

Award winning tv commercials are pictured on these
pages. Additional tv awards I not shown i were received by
CBS for a newspaper ad: NBC for a two-page, color maga-
zine ad; NBC for a direct mail booklet, and NBC for a title
card for its opera series. ^

SPONSOR

18 may 1957

MERIT AWARD

Sincerity was conveyed !>\ ilii- realistic commercial for I'm
dential Insurance. The Btraighl presentation avoided "slick-
ness," captured a child-like simplicity. Agency: ('alkins &
Holden. Photographer: Mike Elliot \ii director: Leslie Silvas

MERIT AWARD
I lii- drawing Btyle in itii- Jell-0 commercial and ii- \ i-u.il
interpretation "f the < ■ •[>> theme were outstanding. Ho
anothei successful, simple approach. I •
Rubicam. Artist: Maurice Sendak. \ri din

MERIT AWARD

The animated visualization of the copy theme in this Maypo
Cereal commercial was exceptional. This presentation was a
good example of the successful sofl sell approach in animation.
The agency: Bryan Houston. The art director: John Hublej

MERIT AWARD

Floating t\ sel commercial foi Rl \ ive f"r ii-

standing camera-work and special opti

was done in color. Vgency: Kenyon & Eckhardl iphy :

Warner Bros. Producei Hal Mathews. \rt .:

Merit Award: Tv editorial art. Art
director: Edward Bennett. NBC. Art-
ist: Guv Fraumeni. Adver.: Hallmark

Merit Award: Booklet, direct mail.

Art director: Irving Miller. Arti~t:
Robert Osbora. Advertiser: WTOP

Merit Award: ri promotional
di- . \rt director and arti-t : (ieorge
Olden. Advertiser: ' BS Television

THE TIMEBUYING TEAM

SPONSOR traces a spot buy step-by-step at Cunningham & Walsh to show
how a buying team functions. The campaign: Texaco's "Tower of Power"

^%hu<>st everyone, even dolly push-
ers and turntable men. knows what a
timebuyer does. It's self-evident: the
timebuyer buys time.

How he buys it, and the sequence of
intra-agency events leading up to the
purchase, are other matters entirely.
It's in this realm that even the adver-
tising pros begin to bog down.

Everyone knows such terms as "call-
ing the rep for availabilities," "work-
ing up estimates." "delivering make-
goods." But how many sponsors and
how many account people and station
people really get the big picture of the
timebuying team at work? sponsor

suspects that many tend to think of a
timebuying team as a sort of semi-
human Univac: You put in an order,
the machine rumbles a bit and out
come 139,452 commercial impressions
at a cost of 98tf per 1,000 (undupli-
cated, yet ) .

The facts of timebuying life aren't
quite this simple. The purchase of a
single spot announcement — if such a
thing were ever done — would bring in-
to play as many as 12 different peo-
ple. Multiply this single announce-
ment by thousands I the usual case),
complicate it further with sundry cli-
ent, agency, representative and station

personnel, and you have a vast breed-
ing ground for potential confusion and
error.

Cunningham & Walsh, New York
City. ( it also has divisions in Chicago,
Los Angeles and San Francisco I . is
t\pical of most medium to larger sized
agencies in the way it buys time — but
perhaps atypical because it maintains
a continuous review of its procedures
From its review have come new tech
niques which cut through paperwork

This is why sponsor traced, step by
step, an actual spot purchase at C&Y\
With few variations, these steps are the
same used by any buyer and his team

How the C&W buying group divides media responsibility

The Texaco team: Newman F. |
McEvoy (seated) is v.p. and |
media supervisor on all accounts, j
He contributes to agency and |
client plans meetings, supervises 1
all media decisions, funnels spe- 1
cific tasks to his department's j
specialists (at right) who de- |
velop the actual buying blue- 1
print. Some steps in the buy- |
ing technique overlap: others 1
are exclusive with one person. j
But the team coordinates the |
buying effort and tries strenu- 1
ously to cut down paper work 1

llllllllllllllllllllllllllllllllllllllllllllllllllllll:

MEDIA SUPERVISE

John l.ucinatelli superv —
media buying for eight clit 1 )
with emphasis on Tex I

tui ,iii\ type oi SponSO] w i 1 1 1 an\ -i/e

budget.

"The freei the buyei is "I detail,
computations, sheafs of papers and

data, the i e time be has to think

ami to ;n i intelligent!) . \ml the moi e
time he has t" think, the more effec-
tive his buys will be." So Bays Jeremj
Sprague, (\\\ group timebuying su-
I n - 1 \ i — . . i assigned to Texaco, the client
whose -.[k.i campaign sponsor traced.
\ heav) user nl -|»>t radio and t\.
rexaco distributes it- gasolines, lubri-
cants, anti-freeze and othei products
in IJI states. Mosl ol its broadcast ad-
vertising pushes >k\ Chief, Fire I hie!
and Skj Chief Su-preme gasolines. Its
1957 broadcast pattern is foui five-
week campaigns annually, each cover-
ing approximate^ LOO markets. Four
of them include both t\ and radio
land newspaper is integrated); one,
in the summer includes, radio only.

Hie decision to !>uil«l around five
four-week campaigns stems from tin-
toil level at the agencj and client.

I'hr agenc) planners include: Bill
Mulvt 1 ). senior vice president; John
Childs, account executive; Malcolm

Mini. i . assistant a ml exei ul

New man McEvoy, h .. \ ,p and media
din', toi : John I in inatelli, medi i group
supervisoi who spends most oi his tinrn
on the lexai o act ounl and -n \ es in a
consulting i apacit) on othei a< i ounts .
Spi ague; • leorge ( den. manage) mai
keting resean h ; Ken I (ulsell, mana
merchandising ; lack < Iregoi ) .
promotion manager.

III.- client planners : S. C. Bai tlett,
\ ice president in chai ge ol domestii
Bales; Bail Hawke, general Bales man
agei : Donald Stewart, advertising man
ager; James Coogan, assistant man-
age! "I advertising. Working with this
planning group, oi course, are market-
ers, researchers and cop) people.

I hese men also la) dow n the basic
media plan.

Iii radio: 100 markets; three to
four stations per market: transcribed
minutes larger) during the peak traffic
pi riods from 7 to 9 a.m.; 1 to 7 p.m.;

weekend,-: a mo delate Saturation fre-

quenc) expanded during introductory
flights; five four-week campaigns dur-
ing the year.

In television: approximate!) ion

irkets; an ol two stations

irki filmed minutes and

■ n nighttime pei

moderate laturation; foui foui
campai ni durii thi

I August Octobei

i. oi- with radio

Step I . I he m. dia group all... at. -
the mai t ■ i k . -i broadi asl bu

on the basis of a weighted f..i mula
one which is based on sales, district l>\
distj it i throughout th< I S foi the
pre\ ioufi yeai , Marl eU in rank* d in
ordei ••! impoi tarn i to rexaco based
on this foi mula. Markets, in turn
broken down on the basis o! sales
n gions I North, South Pai ifi< i

ami b) Bales divisions within these
territoi ies. I hen the) are ranked b)
markets within these divisions.

St«'|» 2. I In- market h-i then j
to bu) ei Ja<k Bra) . w ho pencils a!<
side eat h cit) i I i the < all lettei - oi the
three or foui Btations he plans to use
in each one and (2) the representa-
tive for each of these Btations.

I low doe- he -elci t the -tali. m- '.

YING SUPERVISOR

eremy Sprague as-i-ts media

upervisor on radio, tv plan-

I hing. supervises buying, budget

TIMEBUYER

Jack Bray does actual buying,
supervises the estimating and

watches all broadcast budgets

ESTIMATOR

\1 Qererdon contact- the -ta-
tion reps, supplies coal data
and estimates to the client

SECRETARY

Elaine Nirenberg handle, de-
tails, -end- merchandi-ing let-
ter-, follow- through on w.«rk

Three Big Steps In
Texaco Timebuying

Man from C&W, John Lucinatelli (1.)
sees how Texaco station operates. He is me-
dia supervisor, works mainly for this client

Pivot points in any spot buy are buyer
and rep. Jack Bray (1.) goes over rates
with Ralph Glaser, CBS Radio Spot Sales

Tower of Power pump topper is checked

John Child? (1.) C&W account exec;

\i'\. asst. sis. prom. mgr. for Texaco

■"I'm a Pulse bu)er.'" Bra\ says, "and
I examine each market according to
the Pulse quarter-hour ratings for the
time periods in which we're interested.
Occasionally I compare markets in
relation to the Hooper report and pick
up isolated cases of fieak ratings as a
safety measure. I look at the time seg-
ments in radio, not the specific times —
the periods from 7 to 9 a.m., 4 to 7
p.m. and on weekends. '

He lists these top-rated stations as a
guide for further refinement in his
selection. Then he looks at the pro-
graming to see if its character matches
the needs of the client. "I suallv. they
go hand in hand."' he says, but some-
times a top-rated show will have an
audience which Texaco doesn't want.
It likes to reach a heavy male audience,
which is why it avoids women in day-
time hours and teen-agers.

Because "ratings are a guide rather
than a governor." Bray combines in
his own mind the tangibles of rating
and share of audience with the intangi-
bles of station standing, prestige, iden-
tification in its own communis, qual-
ity in programing. These are the
factors which a station reuresentative
'"sells" to the buyer, "and all selling bv
the rep should be done bettveen buying
periods for the agency." So says Brav.
who adds. "To the degree that we have
been sold on a station before Ave start
buying, we are pre-sold on a station
list before making it up in final form.
In essence, our stations are pre-selected
before we even begin to compare costs
and coverage. This is why it is the
responsibility of the representative to
see us only before we start buying.
never while we are. and to tell us the
up-to-date story of his station and his
market."

This up-to-date story should include
all relevant facts about the listening
audience, a change in station manage-
ment or facilities, addition of new lo-
cal personalities, a revamp of the
broadcast format, the influx of new
people, construction of new plants and
businesses.

These are things the buyer keeps in
mind — and. again, if his mind is like a
sieve he can't be a good buyer. He re-
members these elements when he com-
piles this list — and woe to the rep who
doesn't bother to brief the buyer on
these basics.

Step 3. When the buyer has com-
piled this first list of the four top sta-
tions in each of 100 markets and the

four reps involved, he turns this over
to the estimator with instructions on
what kind of availabilities are needed.
The estimator (Al Cleverdon or
Ethel Melcher) then calls each rep on
the list, telling them starting and clos-
ing dates, the scope of the buy, times
preferred. Most reps know their ac-
counts well so they have a good con-
cept of what the client wants without
too much spelling out from the esti-
mator. If there are questions, the rep
calls the buyer. Otherwise, the rep
takes the information from the estima-
tor and starts to check his stations as
to what time periods are available.

Step 4. It takes two or three days
for the rep to get back to the buyer
with a typed li-t of availabilities.
W hen all the sheets come in (and these
can he typed lists or program logs with
Lme periods circled in red pencil I. the
buyer will have between 300 and 400
different availability sheets.

The bu\er at this juncture does not
see the rep; sheets are delivered to a
receptionist either by the rep or a mes-
senger. "This is the precious period of
buying," savs Brav. "when we have no
lime to see anyone. The way yve buy
in this pre-selected way, the rep knows

ARTICLE IN BRIEF

How does a timebuying team really
work on a spot campaign in an agency?
Cunningham & Walsh gives a step-by-
step answer to what happens between
the time Texaco decides on an air
campaign and the time it goes on tv
and radio. Each step is geared to one
: dea: how to cut down on paper work.

pretty well I wouldn't have had him
called in the first place if we weren't
pretty sure we'd buy what he had to
offer. This means he isn't bogged
down bv a lot of paper work for the
buver who is just scouting rather than
actually planning to buy that specific
station. This eliminates a lot of un-
necessary detail for them and for us.

Step 5. While the buyer is waiting
for availability sheets to come in from
the reps, he's lining up market budgets.
He already has a market-by-market
budget allocation. Now his task is to
make up a station-by-station budget
allotment within each of those 100
markets.

Here's where his dollar research
starts. He checks published station
{Please turn to page 52 I

SPONSOR

18 may 1957

TENNESSEE

BIRMINGHAM

Announces

ihv Appointment of

HENRY I. CHRISTAL <

National Sales Representatives

Effective June 1st

Mi.iMit. of tk. «.r. ii

U...1... Station

\- one of America's pioneer stations, \\ AIM takes pride in be-
coming associated, through distinguished representation, with
these leadership stations:

WBAL— Baltimore
WBEN— Buffalo
WCAR— Cleveland
WjR— Detroit
WTIC— Hartford
WDAF— Kansas City
KFI — Los Angeles

WHAS— Louisville
WCKR— Miami
WTMJ— Milwaukee
WHAM— Rochester
WCY — Schenectady
WSYR— Syracuse
WTAC— Worcester

WAPI

NBC

10,000 Watts Clear Channel 1070 KC
The Voice of Alabama

FLORIDA

TIMEBUYING TEAM

(Continued from page 50)

rates to find the special package prices
■ Hi red because he's using a saturation
frequency which will earn him special
package discounts. He checks each of
the stations on his original list, re-
tailoring and further refining the list
as he goes along. He knows he wants
announcements in Cleveland, for ex-
ample. He has four stations on his
Cleveland list. But maybe one of these
four doesn't offer special package
rates. So he might cut off this station
and divide the announcements allo-
cated among the other three. Or he
may keep all four, but divide the
weight unevenly.

His station list, with actual costs and
frequencies, is read\ to be correlated
with the rep"s list as it comes in.

Step 6. The availability sheets are
in from the reps, and now the buyer
is ready to bin. He buys a market as
its availability sheet becomes complete.
The first market for which all reps
have submitted availabilities may be
Houston, so Houston is the first city
to be bought.

This "is the moment of truth," as

Bray puts it. "Here's where the rep
may lose out, perhaps because he
hasn't presented us with the kind of
package we want."

The buyer then lists, station by sta-
tion, city by city, what he plans to or-
der. He continues to weight the bal-
ances, taking into account how nearly
the time periods submitted to him
match what he wants, the reputation of
the station, the costs. But he con-
tinues to think of time segments I 7 to
9 a.m.) rather than individual times
to avoid further complications in such
realms as make-goods and cancella-
tions.

Step 7. The buyer telephones each
rep and places the order, aided in this
lengthy task by the estimator or the
assistant buyer. The list, at this point,
is lined up according to reps rather
than by markets. The rep's job now
is to go to his stations to see if they
can clear the times which the buyer
has ordered.

Step 8. While the agency waits for
time clearances, the estimator draws
up estimate pages for each station on
this basic list. This is a nine-bv-12
inch sheet of paper which carries top

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headings (state, city, station, watts,
affiliation, etc.) and a bottom section
for detail (number of announcements
weekly, length, rate earned, billing, re-
bate and net). It's the top part which
is filled in at this point, with the detail
scheduled later as confirmations come
in from reps.

Step 9. The estimator forwards
this incidental information on client,
station, city and commercial to the
traffic department. Traffic processes
the list to (1) the shipping room,
which makes up a shipping list of sta-
tions to which commercials should be
sent, and to (2) copy, which in Tex-
aco's case sees that 100 e.t.'s of the
"Texaco Tower of Power" commercial
are available for shipment. (Danger:
In some agencies the time periods are
bought but sometimes someone some-
where along the line forgets to send
out the transcriptions or the film to the
stations. I

Step 10. The reps call back with
confirmations on the orders. If they
can't confirm, they make an alternate
suggestion. In almost all cases, the
buyer right then and there decides
what he will buy as a replacement and
the wheels get back into motion fast.
After the phoned confirmation, the
buyer marks his availability sheet as
finalized. He sends it to the estimator,
who fills in the bottom portion of the
estimate page with detail as to quan-
tity and cost.

The estimator generally works one
day behind the buyer, taking finished
station sheets from the buyer, entering
the basic information on the estimate
sheets and turning this finished prod-
uct over to the typing pool. The typing
pool proofreads its own typed sheets
and runs off the final version for each
station on a multilith machine — 25
copies of each. I Thus, some 400 indi-
vidual station sheets are printed in
quantities of 25. making some 10,000
sheets which have to be collated.)

These collated sections are distrib-
uted to the client, who always gets one
before the start of any campaign, and
within the agency's media and account
groups.

Step 11. Station representatives
send in typed confirmations of the or-
ders placed by phone. Cunningham &
Walsh is probably unique among agen-
cies in having simplified this portion

SPONSOR

18 may 1957

fa a^y^yi^y & ^ { A.ty

How well do you know the Boston market ?

Mention Boston and some people
think only of Back Bay, Beacon
Hill and Baked Beans. But for
others, the greater Boston area
means much more. What do the
above pictures mean for you?

A. Antique hunting decoys. On display in
historic Sturbridge Village.

B. Terracotta Statuette from Cyprus.
7th Century B.C., Boston Museum of
Fine Arts.

C. Altar in Jewish Chapel. Brandeis Uni-
versity, Waltham, Mass.

D. Lou Webster. WEEI's popular Farm
Editor (at age four^ .

E.Indian Signature ( original Boston
resident .

F. A half-kite, half-balloon: otherwise
called a "sky hook." Manufactured in
Cambridge. Mass.

G. A rare New England tavern signboard.
H. Iron ring on Weld Boathousc. Harvard.
I. Swan boat in Public Gardens' Pond,
a favorite tourist attraction in Boston.
J. South Polar Camp of Rear Admiral
Byrd. who died recently in Boston.
K. Note pinned to infant abandoned in
Cadillac outside Boston hospital.

For those who advertise in Boston.
WEEI has a special meaning: it
knows the Boston market. This
means an advertiser can depend on
WEEI's knowledge for the most ef-
fective product campaign in Boston.
But if WEEI knows the Boston mar-
ket, so do Bostonians know WEEI.
WEEI leads all of its competitors,
both network and independent, m

audience penetration. On a total
week basis. WEEI reaches more than
8 1 °'„ of the radio homes in the Boston
area.* When you want your product
to mean something special in the
Boston market, call CBS Radio Spot
Sales or WEEI Radio.

Credit* EG — State Trust Co.. Boston. F —
Dewey & Alrrty Chemical Co.. Cambridge.
•Source: 5-County Boston Pulse area. PuUe
CPA Report. November, 1956.

WEEI

of thi papei \Miik. too. It asks reps
to send in a copy of each confirmation
in triplicate, and this serves as the
broadcast order as well as the legal
contract.

The buyer checks each typed con-
firmation against his estimate sheets.
When the) agree exactly (which is most
<>f the time because it's the rep who
processes the written confirmation im-
mediately after the telephoned confir-
mation), he signs each of the three
copies. One goes back to the rep as the
legal broadcast order; one to the bill-
ing department; the third to the e ti-
mator for the master file.

\ rep's confirmations "are almost
al\\a\s letter perfect." says Bray, "be-
cause his office types the order within
a few minutes after his confirming
with n- b\ telephone. It's an almost
foolproof system, and avoids all the
mishmashing and back-and-forth add-
ing and revising which most agencies
and reps have to contend with."

\t this point, the buying is finished.
But there are main more duties for the
timebuying team.

Step 12. The buyer now checks an-
swers from the station reps to a letter

sent a week earlier. The letter, sent b)
secretary blame \irenberg over the
signature of one of the bu\ing execu-
tive-, requests merchandising coopera-
tion f 1 1 »m representatives and their sta-
tions. It asks the rep what he is pre-
pared to do to help push the success
of the campaign locally. The buyer
look- at these letters and makes a pre-
liminar) merchandising summary for
the client.

Step 13. This final step can be
main steps because it involves follow -
up acti\ it\ of main kinds.

In Texacos case, tins post-buying
period includes a detailed analysis of a
few selected bu\s in markets where the
client has a special interest. This de-
tail breaks down into market data, po-
tential listeners, costs per person and
impression, estimated duplication in
audience.

Sometimes further station list tailor-
ing is called for. Maybe San Francisco
needs heavier saturation, although the
actual buy fits the plan prescribed orig-
inally. "Spot, with its flexibility adapts
to am kind of last-minute changes at
this point." sa\s Jerr\ Sprague. "The
client may call for a cutback, an e::te 1-

*l\W ^

»'

..."

<^^?S=^

) (

If you buy by ratings alone, we've got
'em ... 38 of the 41 top Pulse-rated shows.
We have the greatest number of listeners
in mid-Ohio, and they have $2,739,749,000
to spend. They and Pulse also place us

first in any Monday-thru-Friday quarter-
hour, day or night. Ask John Blair.

WBNS RADIO

COLUMBUS, OHIO

sion or an addition — and spot can do
all of these quick!) ."

Other post-buying responsibilities
include a follow-up to the actual air
campaign, continual refinements of the
-i hedule. compilation of the final mer-
chandising report, correlation of the
field reports and actual sales figures
with the marketing pattern for broad-
casting, plans meetings for the next
campaign with the client and various
departments of the agency.

But this rundown covers only the
radio portion of the combination tv-
radio purchase. As the actual radio
buying comes to an end, the timebuy-
ing team begins the chain of events
which lead to an on-the-air tv schedule.

I hen the tv spot campaign bu\ing
is begun.

The procedure in television is the
same as with radio, with a few varia-
tions. Tv always is bought after the
radio schedule. McEvo\ explains, be-
cause ""it takes more perusing, the
nightttime periods we want are more
difficult to come b) and this portion of
the campaign costs a lot more money.

"We buy as close to the starting date
as possible, to avoid conflicts between
what we ask for and what we can get.
Another variation: in television we
don t buy spans of time as we do in
radio. In tv we buy a specific time.
And in tv there's less time involved in
compiling a station list becau-e most
markets have onl\ two stations and we
buy both of them.

"In tv, we're primarily interested in
the rating, the share of audience and
audience composition, because, we're
bu\ing adjacencies. We don't check
the programing as closely as we do
in radio, where we're more interested
in coverage and the job a station
does," sa\s the media director.

Otherwise, the tv spot campaign fol-
lows the step-by-step tactic of the
radio drive. The team — the media
director, media supervisor. bu\ ing su-
pervisor, buyer, estimator and secre-
tary — carry on these various over-
lapping, parallel functions simultane-
ously on all of the radio and tv ac-
counts.

This pattern is one which every
agenc) uses to tailor its spot cam-
paigns. Refinements in any purchase
are dictated by the individualit) of the
agency and client, as in this summar)
of Cunningham \ \\ alsb and Texaco
activity. But the physical procedures
remain the same — all aimed at the
objective of better buying. ^

SPONSOR

18 MAY 1957

Radio WOW ~< WOW-TV Omaha

3 1\ ^

Third PEABODY Honor!

1940 Citation for Polio
Fund Drive.

1946 "Operation Big
Muddy."

1956 "Regimented Rain-
drops" — soil-water con-
servation."

FOR WINNING
k THE YEARS

■ MOST COVETED

■ PUBLIC SERVICE
AWARD

The entire Meredith Radio-TV Family
congratulates WOW Radio and WOW-TY for
winning the 1956 Peahody Public Service Award.

Your TY film and Radio Program Series —
"Regimented Raindrops" was a vital story,
masterfully presented !

WHEN -sTMcusi- WHEN-TV
K PH0 _ phoen.x _ KPHO-TV
KCMO -«*»*" ™-KCM0-TV

Meredith Stations are affiliated with Better Homes and Gardens and Successful Farming Magazines

Here's all you need to know-

T H

E BUFFALO EVENING N E >W S STfcT\ON

WBEN

in Buffalo!

The second biggest market in the
nation's biggest-spending state is defined
and digested for you in the new WBEN-TV
Coverage Brochure.

This brochure includes market facts
of the 14 Western New York and four
Northwestern Pennsylvania counties served
by WBEN-TV. It also contains a graphic
coverage map that pin points your total
sales area where 3V2 billions are spent
annually at the retail level. In all, it pre-
sents a clear and concise picture of all you

WB EN-TV

need to know to stimulate sales thinking
and sales effort.

And to help you reach and penetrate
this huge market the most effective way,
you'll find this brochure brimming with
facts on facilities and service that have
proven to TV advertisers since 1948 that
"TV dollars count for more on Channel 4".

We'll be happy to send you a copy of
this fact-packed brochure. Just write our
Sales Department.

channel
CBS in lufffalo

THE PIONEER STATION OF WESTERN

VO R K

SPONSOR

18 may 1957

I.h li^iui. ni , hai
in tin advertising ami broadcast fields

NEW AND REN

NEW ON TELEVISION NETWORKS

SPONSOR

American Dairy, Chi
American Home Products. NY
Buick. Flint. Mich
Bulova. Flushing NY
Hclene Curtis. Chi
Gillette, Boston
Cillette. Boston
Knomark. Brooklyn
Lever Bros. NY
Schick. Lancaster, Pa
Sylvania Electric Products. NY
Timcx. NY

AGENCY

Campbell Mithun. Chi
8atcs, NY
Kudner. NY
Mc-E. NY
Ludgin, Chi
Maxon, Detroit
Maxon. Detroit
E Mosul. NY
BBDO. NY

Warwick & Legler. NY
JWT, NY
Peck, NY

Toni. Chi

North, Chi

STATIONS

NBC

144

CBS

133

NRC

120

NBC

130

CBS

133

CBS

200

CBS

200

NBC

144

NBC

128

NBC

ABC

NRC

NBC

168

PROGRAM, time, start, duration

Perry Como; alt Sa 8-9 pm ; 'j spon; l-S

SRO Playhous. . alt Si 9.30-10 pm; II May 35 wks

Wells Fargo; lit M 8:30-9 pm ; 9 Sept. 52

Steve Allen; Su 8-9 pm ; ' 3 spon ; 19 May 2 |un. only

SRO Playhouse; alt Sa 9:30-10 pm; 18 ■■

Prcakncss; Sa. 5:30-6 pm; 18 May only

Belmont; Sa 4 30-5 pm; 15 |une only

Perry Como: alt Sa 8-9 pm. '] spon 14 Sop!

Life of Riley, alt F 8:30-9 pm ; 14 June, 65 wks

Cisclc MacKenzie; alt Sa 9:30-10 pm; 5 Oct 52 wks

The Real McCoys; Th 8:30-9 pm ; 3 Oct; 52 wks

Bob Hope Variety Show; 6 one-hour programs fall

1958 season
Your Hit Parade: alt Sa 10:30-11 pm; 7 Sept. 52 wks

1957-

RENEWED ON TELEVISION NETWORKS

SPONSOR

American Home Products, NY

American Tobacco, NY

Crcyhound. Chi

Kimberly-Clark, Chi

Noxzcma Chemical. Bait

RCA. Camden. N| & Whirlpool Corp,

St Joseph. Mich
R. |. Reynolds. Winston-Salem
Sunbeam Corp, Chi
Toni, Chi

AGENCY

Bates. NY

BBDO, NY

Crey, NY

FC&B. Chi

SSC&B. NY

Kf,F NY r, Chi
Esty. NY

Pcrrin-Paus, Chi

North, Chi

STATIONS
CBS 182

NBC 168

NBC 130

NBC 144

NBC 139

NBC 144

NBC 139

PROGRAM, time, start, duration

Name That Tunc, alt Tu 7:30-8 pm: 7 May; 26 wks
Your Hit Parade; alt Sa 10 30-11 pm ; 7 Sept: 52 wks
Steve Allen; alt Su 8-9 pm ; ' 2 spon; 14 July; 52 wks
Perry Como; alt Sa 8-9 pm; > 3 spon: 14 Sept
Perry Como; alt Sa 8-9 pm ; '3 spon; 14 Sept

Perry Como; alt Sa 8-9 pm: '3 spon; 14 Sept
People Arc Funny; alt Sa 7 30-8 pm ; 14 Sept 52 wks
Perry Como; alt Sa 8-9 pm; '3 spon; 14 Sept
People Are Funny; alt Sa 7:30-8 pm; 21 Sept; 52 wks

BROADCAST INDUSTRY EXECUTIVES

NAME

Arthur C. Arnold
John Bibcock
Ccrtrude V. Casey
Frank Crosiar
George DeMartini
William Du Bois
Stanley Dudelson

Don R. Cilhes

Robert R. Hansen
Al Hazelwood
Adolf N. Hult
jack Kcttell
Nox Lempert
Alfred Lewis
Dick Lewis
Allen Ludden
Walter J. Minn. Jr.

Bob Mansur
David Mathews
Bruce Mayer
Theodore A. Mindc
H. D Neuwirth
Patric Rastall
Joseph Savalli
Bill Simpson
Cr 1 f f in B. Thompson

William R. Vallee
William K Wintcrble

FORMER AFFILIATION NEW AFFILIATION

National Tea Co. Minn, asst store mgr WCCO-TV, Minn-St Paul, asst dir mcrch dept

Crosley Broadcasting, asst gen program mgr WLW-I, Indianapolis, asst gen mgr

Transfilm. NY, sis Same, mgr sis dept

WNDU, South Bend, local sis WMRI. Marion, Ind. commercial mgr

Cohen. Simonson & Co. NY. gen partner Cuild Films. NY, vp & treasurer

_. Scars Roebuck, sis & advtng WNDU. South Bend, locil sis

Screen Cems. Detroit, north central div mgr Same, Chi midwest div mgr

_ WCCO-TV, Minn-St. Paul, dir merch dept Same, natl sis mgr

WCCO-TV. Minn-St. Paul, asst dir merch dept Same, dir merch dept

KWTV, Oklahoma City, announcer & sportscaster Same, local sis

Screen Cems. NY. dir sis devel _ RKO Television NY. special consultant on natl sis
Kettell-Cartcr. Boston, acct exec

Cuild Films. NY. production mgr Same, producer commercials

NBC. NY, controller's dept WMAQ-WNBQ Chi business mgr

MCM-TV. Chi sis rep-commcrcial & industrial film dept

..NBC. NY. mgr program ping & devel WCBS Radio. NY. program dir

Federal Pacific Electric, Newark, asst to mktng research

super Alfred Politz. NY, research start

WFAA. Dallas, staff announcer Same, promotion mgr

Gross-Krasne, Hy. commercial & production depts - Same, gen mgr

WWJ-AM-TV, Detroit, producer -Petty, Chi. tv sis

Nowland & Co, Greenwich. Conn, tech dir Alfred Politz. NY. research staff

Katz. NY. acct exec John Blair. NY. acct exec

ABC Film Syn. NY CBS TV Net Sales. Chi acct exec

WOV. NY. acct exec Same, also dir Italian sis

__KTXN, Austin, gen mgr Same, also KIWW. San Antonio gen sis mgr

National Film Board of Canada, chief of research &

reports div Schwenn Research Toronto, managing dir

B&B. NY. tv dir TclePrompTer NY. dir operations

Katz. LA. ridio sis Same NY. radio sis

NEW FIRMS, NEW OFFICES (Change of address

Caples Co. NY. has moved to 10 E 40th St

Creative Merchandising Co. NY, new tv firm, is located at 535 Fifth Ave

Franklin Bruck Advtng, NY, is now named Heineman. Kleinfeld. Shaw &

Joseph. Inc
Cereral Pictures Corp. Cleveland, new film company, has offices in the

Dramaturgy Bldg, 2307 Chester Ave
Crantray-Lawrence Animation, Hy, has new quarters at 716 North

LaBrea Ave
MPO Productions. NY. has opened a Detroit-Midwestern sales office at

6560 Cass Ave. Detroit
MPO Television Films. NY. has a new production center at 210 W 65th St
Mullins Earl Advtng. Hy. has moved to 3308 Beverly Blvd. LA 4

Pmtoff -Lawrence Productions. NY. new animation studio, is located at

129 W 52nd St
Powell-Gayek Advtng. Detroit, has changed its name to Powell Inc.

Advtng
Powell & Schoenbrod Advtng Chi. has changed its name to Powell.

Schocnbrod & Hall Advtng
Radio Representatives Ltd Montreal PQ has moved to Room 504. 1411

Crescent St
Truppe LaGravc & Reynolds Dcs Moines is now located in Suite 535.

Insurance Exchange Bldg
Wondsel. Carlisle & Dunphy. NY. new film production firm, is located

at 1600 Broadway

SPONSOR

18 MAY 1957

Capsule case histories of successful
local and regional television campaigns

p> TV RESULTS

HAIR CURLERS

SPONSOR: Weaver Products VGENGY: Herb Flaig

Capsule case history: With television its primar) promo-
tional medium, a soft rubber hair curler called '"Spoolie"
hit the $200,000 mark in retail sales in the first five weeks
of the t\ campaign. For the promotion. Weaver Products of
Minneapolis, makers of "Spoolie," selected WLW-T's Paul
Dixon Show, a weekday morning variety show, and Headin'
West, a weekda) afternoon movie. Weaver ran 10 to 11 an-
nouncements a week on WLW-T during the five-week period.
In addition to the $200,000 in retail sales, more than $40,-
000 in back orders were received from drug, department.
grocer) and 5 & 10 cent stores in the Cincinnati area. Pro-
duction fell behind demand and customers had to wait six
to eight weeks for orders. "Spoolie," a new tvpe of curler
which resembles a small punctured mushroom, retails at
$1.50 for a package of 32 curlers. Weaver Products now
i- sponsoring the two shows on a long-range contract basis.

WLW-T, Cincinnati PURCHASE: Announcement?

NEW HOMES

SPONSOR: W. E. Johnson Kealt> AGENCY: Time & Copy

Capsule case history: \ new home is an expensive item
but the Wallace E. Johnson Realty Co., using just one tv
announcement, recently sold 17 houses during a single week-
end. On the recommendation of Time & Cop) . Johnson Real-
ty some time ago began using a one-minute announcement
on WHBQ-TV. The announcement is aired on Thursday
nights within the Million Dollar Movie. Results have been
consistently gratifying, but last March one of these weekly
commercials brought a real sales bonanza. This announce-
ment covered the opening of Johnson Realty's Value Villa
homes and was telecast at approximately 10:45 p.m. Thurs-
day. The firm reported that on Friday morning over 25
phone calls were received from people who had seen the com-
mercial and that on Saturday and Sunday 17 homes were
sold. The sales were attributed directly to the announce-
ment on Y\ HBQ-TV since Johnson used no other medium.

WHBQ-TV. Memphis PURCHASE: Announcements

CHINESE FOOD

SPONSOR: China Food Kitchen AGENCY: Direct

Capsule case history: Salt Lake City residents in search
of Chinese food responded so enthusiastically to announce-
ments on KT\ T that they caused a telephone tie-up which
probably made the phone company wish they'd all stick to
steak. For an eight-day period, KTVT ran one 10-second
announcement each night advertising China Food Kitchens
home delivery special. "Quickee Chickee." During that time
tlie information board of the Mountain States Telephone and
relegraph Co. was swamped with over 2.000 calls requesting
the number of the trade name "Quickee Chickee." rather
than the firm name. As a result, the phone company has
issued multiple listings for the firm. John Quong, of China
Food Kitchen, stated that compared to other types of adver-
me in the past, tv gave a much greater and more
immediate response. He also reported an overall increase
of 20'; in home deliver) business since the television drive.
KTVT. Salt Lake City PURCHASE: Vnnouncements

COFFEE

SPONSOR: Butter-Nut Coffee Co. AGENCY: Direct

Capsule case history: The special premium offer is a
standard promotional device used by many kinds of adver-
tisers in nearly all media. The success of Butter-Nut Cof-
fee's television promotion shows why advertisers keep re-
turning to this type of campaign. Butter-Nut made the fol-
lowing tv offer: "Send 25c and a key strip from a can of
Butter-Nut Coffee to KOA-TV. Denver, and you'll receive
10 packs of Burpee seeds, a S2.35 value."" The offer was
made on W eatherman Bowman s weathercast at 10:10 night-
1\ and in announcements at various times and ran from 11
February through 23 March. During this time, requests for
the seeds were received from 13,456 viewers and the spon-
sor reported that 15,000 cans of coffee were sold. The pro-
motion reached far beyond the immediate Denver area.
Responses to the offer represented a total of 245 cities and
towns in Colorado. Nebraska. Wyoming and Kansas.

KOA-TY. Denver

PURCHASE: Announcements

SPONSOR

18 MAY 1957

No matter how you slice it!

WROC-TV and
only WROC-TV can
guarantee maximum
circulation throughout

the ROCHESTER area

jg)

Take FIVE delivered homes, rather than FOUR, when you buy the Rochester, New York
market. Get the most mileage for your advertising dollars in this rich, prime area where
nearly a million people spend more than a billion dollars annually, in one of the nation's
first 45 markets.

MARKET COVERAGE

HOMES REACHED MONTHLY

26.2%

MORE than the other Rochester Channel

HOMES REACHED ONCE A WEEK

24.1%

MORE than the other Rochester Channel

DAYTIME CIRCULATION

HOMES REACHED ONCE A WEEK

24.0%

MORE than the other Rochester Channel

HOMES REACHED DAILY AVERAGE

27.4%

MORE than the other Rochester Channel

NIGHTTIME CIRCULATION

HOMES REACHED ONCE A WEEK

22.3%

MORE than the other Rochester Channel

HOMES REACHED DAILY AVERAGE

18.6%

MORE than the other Rochester Channel

Represented Nationally by Peters. Griffin,

Woodward Television Sales

Rochester's MOST POWERFUL Station

WROC-TV

SOURCES

Sales Management Survey 1956

Nielsen No 2 Spring 1956

CHANNEL

A TRANSCONTINENT TELEVISION CORPORATION STATION
Rochester Broadcasting- Center • Rochester 3. N. Y. • BUtler 8-8-400

SPONSOR • 18 MAY 1957

^ SPONSOR ASKS

What are your tips on minimizing legal risks ■■

Samuel Spring, attorney, New York;
author of Risks and Rights in Television and

Publication
Legal trouble generally comes over
the content of advertising copy and
centers upon copyright infringement
and privacy invasion. The law reports
contain an increasing list of suits
brought for copyright infringement
and privacy invasion by copywriters.
Unfortunately the judges are far
stricter with copywriters when it comes
to these two copy-traps than they are
with the writers of news, fiction or
other forms of entertainment. Conse-

"be careful
about quoting'

quently. the copywriter must be very
careful about quoting. In the instance
of quotations from a copyrighted
book in a news article or work of
fiction, the courts are liberal in up-
holding the right of fair comment to
protect a writer who has quoted a
copyrighted work. But not so in ad-
vertising. A copywriter who included
only a short part of a sentence from a
copyrighted medical work, when ex-
pounding the virtue of the ingredients
of a proprietary medicine was dealt
with severely by the court. The right
of fair comment, the Court held, did
not apply. So, too, in the case of the
use of names, pictures or descriptions
of a private person or of a public
entertainer or politician in an adver-
tisement even apart from an endorse-
ment of the product. The courts then
are quick to grant relief against the
advertiser. The copywriter must re-
member, moreover, that an oral con-
sent to use a person's name or picture
is invalid. The license given must be

in writing. As to the use of copy-
righted material in an advertisement
the consent may be oral but it is better
to have it in writing. Usually it is not
dillicult to get such consent if appli-
cation is made in advance.

The current popularity of humorous-
toned, spot commercials in television
are raising problems as to how far-
reaching invasion can be legally safe
as satire or burlesque. When CBS used
MGM's copyrighted motion picture
"Gaslight," without license for a
humorous broadcast on the theory that
a user of copyrighted material for
burlesque purposes could do so with-
out license as fair comment, the court
held, (quoting the rule stated in my
book, Risks and Rights in Television
and Publication) that an extensive use
of copyrighted material for satire, imi-
tation or burlesque was an infringe-
ment. The Supreme Court of the
United States considered this issue so
important that it has allowed an appeal
and will consider the matter in full.

Ca Heron C. Eld ridge, Jr., partner of
the law firm of Coudert Brothers, New York
In general it may be said that . . .
"the noblest of human productions —
knowledge, truths ascertained, concep-
tions, and ideas — become, after volun-
tary communication to others, free as
the air to common use." Why then all

"periodic
employee
education'

the talk about "internal security" to
avoid claims and suits charging your
agency or company with the misappro-
priation of merchandising schemes,
advertising concepts, program ideas
and the like? Doesn't the law mean

what it says? Yes . . . but . . .! No
company enjoys defending lawsuits;
it's costly; personnel are diverted from
their primary productive functions;
press references usually refer only to
the "charges" accompanying the filing
of suit, and, of course, there's al\va\s
the risk of loss.

To nip the problem at the outset
really requires an internal program,
consistent with company policy, which
endeavors to prevent the possibility of
an "idea" being submitted under cir-
cumstances other than that of a volun-
tary communication. In addition to
such a program, periodic employee
education in the program and the
reasons for its existence is a "must."
Since all surveys with which the
writer is familiar clearly indicate that
"ideas" received from the general
public have been anticipated or are
not feasible in the form submitted, it
seems that policy would dictate the
formulation of a program tending to
minimize the risk of suits charging
"idea-theft," rather than one that en-
courages their disclosure.

Such a program would, in the
writer's opinion, require the following
fundamentals:

a) an express policy statement (and
practice) to the effect that the company
does not wish to consider unsolicited
ideas, and

b) an internal "routing and return"
sy r stem whereunder "mailed-in ideas"
are. as a matter of record and routine,
not exposed to creative and executive
personnel and are returned promptly
with a letter recital of company policy
which precludes consideration of such
material.

This policy, if followed, would also
preclude the receipt of "talked-in
ideas" (in person submissions).

The so-called "release forms,"
which are nothing more than agree-
ments reciting the terms and condi-
tions under which a company will
undertake to consider an "idea," are

SPONSOR • 18 may 1957

helpful I'Mi are normall) not the pane-
icni answer. Their use is common and
does Bomewhal represent a workable
solution for those companies which
prefer to afford tli< - public an oppor-
tunity i" participate.

\\ hen in doubt as t" how i" handle
an unsolicited idea submission, seek
tin advice of your compan) attorney.
^ on m ill both be glad (hat \ ou did.

Ccraldinc B. Zorbaugh, vice president
am! general attorney, ( US Radio, Vew York
I'lic substantia] damages awarded 1>\
jurie- in recent years for the un-
authorized ii^e ol literal) material
have awakened the industr) to the
need for protection against amateur
idea peddlers.

However, even the copyright experts
have not \et agreed on the best

method o| avoiding claims based on
Unsolicited "ideas."" \ller \ears of

experience with nuisance claims based
on unsolicited submissions, some com-
panies have established procedures for
keeping such unsolicited material awa\
from creative and executive personnel.
f the submission comes in the mail,

"copy right
experts have not
\rt agreed"

the letter is returned to the Bender with
a statement, drafted or approved b\
counsel, advising that the compan) has
an established policj against consider-
ing unsolicited material. Some com-
panies return the letter with a release
form which states elearb the terms and
conditions upon which the submission
will be reviewed. For da\ -to-da\ pro-
tection there is no substitute for com-
petent staffs in editing and literary
tights departments where factual infor-
mation is compiled for reference pur-
poses. When a question arises as to
whether one has or has not the right
to use certain material, the informa-
tion from the editing or Literal - ) rights
department should be evaluated b) an
attorney.

Because no one lias yet found a way
to eliminate human error or to elimi-
nate the filing of unjustified claims
and costly defense, main companies
are insured against such liability

Russell Sillcry, claim* attoi oard

Surt ty Co \ en ) ork

\s an Insurant e Can iei i ovei ing libel,
slandei . copj right infi ingement, pii
plagiarism and invasion of priva< y, we
cannot dictate the mannei in which
oui Insureds' should condui t theii ad-
vertising activ ities i,, a\ oid i laims
and oi suits. While ibis is apparentl)
contrar) to histoi i>' insui ance pi a< I i< e

which is to redui e I lairns and m -nits

frequenc) b\ what is commonl) called
"safet) engineei ing, ii results from
the nature of the covered hazards.

I he question of procedures and safe-
guards against libel and slander falls
exclusivel) in the area 01 legal opinion

"it falls in

the urea of
legal opinion'

and advice. By the same token, copy-
right infringement, pirac) and plagia-
rism, also, are purel) questions of legal
opinion rendered about a specific ad-
vertisement, broadcast or commercial.
In such cases, ever) item must be
judged on its own merits and in prac-
tically all of them, there is sufficient
differences to warrant an expert legal
interpretation. Such a service, of
course, may not be rendered by an In-
surance Company; otherwise, we
would be engaged illegall) in the prac-
tice of law.

However, we do attempt to act as
an information "clearing house. That
is. for example in the area of idea.
slogan or title submission, we do ex-
hibit copies of release forms used by
networks, advertising agencies and ad-
vertisers prior to the acceptance of

BUch submissions with a suggestion
that thev consult with their own coun-
sel regarding their adoption.

In the field of privacy invasion, the
onl) problem is to secure a properly
executed release for the use ol any-
one's photograph or name. Since this
is a New York statutor) requirement,
we simpl) cite Sections 50 and il ol
the Ci\ il Rights law .

Our contact with practical!) e\
claim and suit in this field, enables ug
to keep ourselves and our insureds
conversant with the latest develop-
ments. Ibis is our contribution toward
"safet) engineering." *?

SEE

How WKBT
Has Grown Since
March, 1956!

1. VIDEO POWER
INCREASED FROM
100,000 TO

250,000 WATTS!

2. PENETRATION

STRENGTHENED #r /
FROM 50 TO . . . 0j_/o

Meaning a Greater

Percentage of Viewers

Over An Extended Area!

WKBT

Serving: 130.000 TV Homes

CHWMI ^BK It ( ROssf Wl-

CBS - NBC - ABC

Represented by:

H-R TELEVISION, INC.

HARRY HYETT, Minneapolis

SPONSOR

18 MAY L957

old movies

new ones

■

»3

•

. . . more

than just

riding the

network!

The Best

Network,

movies

and

local "live"

everyday makes

HOUSTON'S
BEST BUY

KTRK-TV

CHANNEL

THE CHRONICLE STATION, CHANNEL 13

P O. BOX 12, HOUSTON I, TEXAS-ABC BASIC

HOUSTON CONSOLIDATED TELEVISION CO.

General Manager, Willard E. Walbridge

Commercial Manager, Bill Bennett

NATIONAL REPRESENTATIVES: Geo. P. Hollingbery Co.

500 Fifth Avenue, New York 36, New York

\ ational and regional spot buys
in work nou or recently completed

SPOT BUYS

TV BUYS

Harold H. Ritchie, Clifton, Y J., is going into about 15 markets
throughout the countr) to advertise its Brylcreem; 30-minute seg-
ments during "A" time arc being purchased for a syndicated film
series. Silent Service. Objective: a male audience. The 52-week test
schedule will begin shortly; ratings and -ales results will be care-
fnll\ correlated. Film commercials will continue to be puppet-anima-
tion. Buying is not completed. Buver: Midge Krone. Agency :
\thtiton iw Currier, New 'i ork. (This is a departure from Br\ I-
creem's late-night movie pattern of the past. See sponsor 23 Jul) '56.)

General Foods Corp., Post Cereals div., Battle Creek. Mich.. A\ill
switch its schedule for Sugar Rice Krinkles to its Sugar Crisp cereal
and add about 15 scattered markets in September. Minute participa-
tions are being sought in late afternoon children's shows. The num-
ber of announcements per week in a market will range from three
to 10. Commercials will be on film and live. Bu\ ing is not com-
pleted. Buyer: In. Wilson. \genc\ : Benton & Bowles. New York.

The California Oil Co., Perth Amboy, N. .].. is entering about 15
markets on the Eastern seaboard from Maine to \ irginia for its new
super-premium Calso gasoline: 20-second announcements will be
placed 8-10:30 p.m. for a 13-week schedule. Frequency per week
in each market will be four to six top-rated announcements. Film
commercials for "Calso Supreme 300-Plus" will sell the themes: i 1 I
especially designed for late model cars. even those with 300-plus
horsepower; (2) the highest octane rating of any Calso gasoline:
and (3) an exclusi\e detergent-action additive for cleaner carbure-
tion. Bu\ing is completed. Buyer: Trow Klliman. Agency: BBDO.
New York.

Lambert-Hudnut Div., subsidiary of Warner-Lambert Pharmaceu-
tical Co.. Morris Plains. N. J., is going into main markets to adver-
tise its Richard Hudnut Quick Home Permanent. Campaign will
begin 27 May and run for 18 weeks. Minute film announcements will
be placed during daytime hours. Average number per week in each
market will be three. Buying is half completed. Buyers: \ era
Brennan and Fred Spruytenburg. Agency : SSCB. New Vtrk.

RADIO BUYS

Salada Tea Co., Inc., Boston, is buying in major Northeastern
markets. Schedule will begin in early June and continue until the end
of the year. Minute announcements will be slotted during daytime
segments for a women's audience. Commercials will be e.t. s and
live. Buying has just started. Buyer: Fred Spruytenburg. Agency:
SSCB, New York.

Union Carbide & Carbon Corp., New York, is entering farm areas
to promote its Crag Chodin. a fruit fungicide. The original plan

SPONSOR

18 may 1957

IN INLAND CALIFORNIA (and western nevadai

"BEELINE«— o

dUlu>e/is *no*e -fox, -fcta, fcuyveif

This group of mountain-ringed radio
stations, purchased as a unit, delivers
more radio homes than any combina-
tion of competitive stations ... at by
far the lowest cost per thousand.
(Nielsen & SR&D)

They serve this amazingly rich in-
land market — with triple the retail
sales of the Atlanta metropolitan mar-
ket — and effective buying income of
nearly $4.3 billion, more than all of
Iowa. (Sales Management's 1956

Copyrighted Survey)

/UcCtatduf KFBK

O Rf

INTO

f^/toOctCCtdtMU} KMJ

C*n*paAMj KERM

KBEE O: MODESTO
FRESNO*

Hfre
to

BAKERSFIEID

Sacramento, California

Paul H. Raymer Co.,

National Representative

>PO\>OR

18 MATT 1957

Spot buys continued.

was to use print exclusively, hut because of the early summer weather
and quick blooming of the fruit, the advertiser decided to use the
immediacy impact of radio; 7-week campaign will begin shortly.
Minute participations in, and adjacencies to, farm shows will be pur-
chased; frequency will be two-a-da\. six da\s a week. Buying is com-
pleted. Buyer: Troy Ferguson. Agency: Albert Sidney Noble Adv.,
New York.

Chas. Pfizer & Co., Inc., Brooklyn, will begin a schedule in 20
markets to advertise its Bonadettes, a car sickness remedv. Campaign
begins 20 May for 15 weeks. Minutes, 20's and 30's will be slotted
throughout the day for saturation; average number of announce-
ments per week will vary from market to market. Commercials will
be e.t.'s and live. Buying is completed. Buyer: Betty Nasse. Agencv:
Dowd, Redfield and Johnston, Inc., New York.

Hudson Vitamin Products Corp., New York, is planning a many-
market buy. Live minute participations are being sought in women's
service type shows. Advertising appeals: I 1 I qualitv vitamins at
lower prices; and (2) write for catalogue and let your doctor make
recommendations based on our formulas. Buying has just started.
Buyer: Irving Krouse. Agency: Pace Advertising Agency, New York.

The Chattanooga Medicine Co., Chattanooga, Tenn., is entering
Southern markets to promote its Dyrid, an anti-diarrheal; 19-week
campaign will start 3 June. Minute e.t.'s will be placed during early
morning hours and noon. Average number of announcements per
week in each market will be 10 for the first four weeks, five there-
after. Target : an adult audience leaning tow ard w omen. Buying is
not completed. Buyer: Bernie Singer. Agency: Harry B. Cohen.
New York.

RADIO AND TV BUYS

Doeskin Products, Inc., New York, is planning a campaign for its
Doeskin tissues. The short-term schedule will begin in early June.
On tv, minute announcements will be slotted primarily during day-
time hours. Average number of announcements per week will var\
from market to market. On radio, the advertiser is purchasing par-
ticipations in morning and afternoon personality shows. Frequency
varies. The live radio commercials and filmed tv commercials are
slanted to women. Buying is completed in tv, incomplete in radio.
Buyer: Manny Klein. Agency: Harry B. Cohen. New York.

Hathaway Bakeries, Inc., S\ racuse. is entering markets in \r»
York and Ohio where it has door-to-door distribution for its bread.
Radio and tv campaign uses a contest to promote its new Big League
bread; 15-market schedule will begin 10 June and run for 13 weeks.
The advertiser is seeking participations in. and adjacencies to. late
afternoon and Saturday children's shows in tv: average number of
announcements per week in each market will be M). In radio, an-
nouncements will be slotted around the clock to reach mother: fre-
quent per week in each market will be 40-50. Radio commercials
are e.t.'s. tv commercials film. Bu\ing is completed. Buyer: Ed Rat-
ner. Agency: Friend-Riess Adv., New York.

SPONSOR

18 may 1957

"but why should

have to sell my

representative, too?"

Good question! Yet this station manager
with a well-established TV outlet in a good
market faces .1 problem confronting more
ami more television operators todaj .

Competition for the TV advertising dollar
is understandable. It demands hard selling.
But competition to get a fair share ol your
representative's attention .. competition with
a host of other stations on his list . . simph
doesn't make sense.

You shouldn't have to sell your representa-
tive on performing his job fully. And with
specialized representation, you don't.
There's no routine, no "production line"
formula when you're one of the qualit) Si
tions on Harrington, Righter and Parsons'
limited list. Your representation is tailored
to your station's distinctly e merits In pe< iple
who specialize only in the television medium.
Caliber TV Stations like those below don't
want to be one of the pack. With us, they
never are !

HARRINGTON,
RIGHTER
& PARSONS, Inc.

television — the only medium we serve

WCDA-B-C.4/6an) WAAM WBEN-TV WJRT /Vini

WFMY-TV; WTPA WTIC-TV

WDAF-TV k WHAS-TV WTMJ-TV

WMTW 1/ WRVA-TV hmon.i WSYR-TV S

SPONSOR

18 may 1957

MORI

radio homes at the

LOWEST

cost per home are

DELIVERED
by WSUN

than any other station in the

HEART of
FLORIDA

(check your Nellsen No. 2)

WSUN RADIO

ST. PETERSBURG - TAMPA

Represented By VENARD, RINTOUL. &

McCONNELL

Southeastern: JAMES S. AYERS

Rochester's 5
Most Wanted* Men

* WANTED . . . by audiences and advertisers
. . . because they make WVET's
unique programs of music, loved by
all . . . and every-hour news . . .
NUMBER ONE in Rochester radio for
reception and response.

ROCHESTER, N.Y.

1280 K. C. 5000 WATTS

Represented Nationally by
THE BOILING COMPANY

News and Idea
WRAP-UP

ADVERTISERS

At the National Industrial Adver-
tisers annual conference (9-12
June) Dr. Wilson Handle, senior
partner at Booz, Alien & Hamil-
ton, will reveal that major manu-
facturers expeet 30% to 80% of
their growth in the next three
years to eome from new products.
Randle's talk will be based on a
stud) of 400 top industrial firms.

Who is principally responsible for
the boom in spot ami network ra-
dio? Kevin Sweeney, RAB presi-
dent, credits it to advertisers who spent
little or no money in radio during pre-
tv days.

Advertisers like Beechnut with
75 r yc of its budget and Listerine with
$2!/2 million dollars invested in radio
this vear are typical of accounts which
spent little money in the medium prior
to recent months.

New Products: Bristol-Myers is

bringing out an anti-dandruff prepara-
tion. Theradan, this month. Air media
used to promote the formula will be
two of Bristol-Myers' tv shows, Alfred
Hitchcock Presents and Playhouse 90
(both on CBS TV). DCSS is the agen-
cy. .. . Toni will debut its New Wav
Toni kit with plastic applicator on 1
June and will back the addition to the
home permanent line with heavy tv

an, I radio support. North is Toni s
agency.

Fleischmann Division of Standard
Brands is doing another promo-
tional job for its customers' cus-
tomers: this time the restaurant
trade.

The campaign, which Fleisehmann is
underwriting, will run in 22 major
markets for two months. The ke\ stone
of the tie-up between Fleischmann and
its customers is a contest in which lo-
cal disk jockeys will ask married wom-
en to write on the theme: "I deserve
to eat out at least once a week, be-
cause . . .' Prizes include eight free
meals each and wages for babv sitter.

People in the news: Gordon Ack-
land has been appointed director of
advertising for all Royal McBee prod-
ucts and Xavier N. Benziger will
take over as advertising manager for
typewriter products. Royal McBee is
currently using two network tv specials
{Washington Square on 20 Mav and 4
June I to promote graduation sales. . . .
William Bien, general sales manager
for the brewerv division of Anheuser-
Busch, has been elected a v. p. and
will now direct all sales, advertising,
merchandising, market research and
sales promotion for that division.

This Thursday (23 May) the ANA
will hold its annual advertising re-

"Summer's Special on
KYW" Cleveland station
u-e> mystery gal theme

WCCO-TV, Minneapolis-St. Paul, king-sized news faeilities in-
clude >2 10 M|iiare foot studio, 8' x 10' rear screen ami special
effect- amplifier for 10 o'clock News, Weather and Sports program

SPONSOR

18 may 1951

Here is

listener (-

coverage^

unmatched
by an y radio
station in the
Mid-South!

109 counties in 6 states in the heart
of the important Mid-South area

"Monthly coverage

Weekly coverage

Average weekly daytime

Average da I me

Radio Memphis

Also first in Hooper, Pulse 68-county survey, Pulse nrv ey,

Hooper business establishment survey and Hooper car survey!

Keep your eye on these other Plough, Inc. Stations:

Radio Ba ,+ ;~ce I B*^« rWn.
WCAO

REPRESENTED NATlONALl I RADIO-TV REPRESENTATIVES. INC

SPONSOR • 18 MAY 1 ( )",7

search workshop at The Plaza,
New York.

One feature of interest to air media
advertisers will be "A New Creative
Approach to Testing Tv Commercials"
by Albert Shepard, executive v. p., In-
stitute for Motivational Research.

Broadcast Advertiser Reports is
adding a new "competitive copy"
report to its list of services.

New plan will note and transcribe
copy changes of network and national
spot advertisers.

Following is a rundown of the big-
gest station buys by advertiser
category in March, according to
Jim BoersCs Spot Radio Reports:

CATEGORY CLIENT STATIONS

Agriculture Swift _ 95

Automotive Oldsmobile 306
Beers &

Wines Anheuser-Busch _ 69

Beverages Tetley Tea 117

Cigarettes Kent _ 91

Confections .Beechnut 230

Foods General Foods 240

for

COVERAGE

WBIR-TV covers more than
50 prosperous counties in
East Tennessee, Kentucky
and North Carolina.

HEIGHT

WBIR-TV's antenna tow-
ers 991 feet above the
average terrain.

for

POWER

WBIR-TV is one of the
nation's most powerful sta-
tions operating on a full
316,000 watts.

CALL YOUR KATZ MAN
for availabilities

WBIR-TY

Serving Tennessee s 2nd Market

KIOZVILLBlA
CHANNEL I U

Household

Prods d-Con 286

Insurance Metropolitan Life _ 32

Cleansers Tidy House _ 51

Toiletries Shulton 73

Transport. Eastern Airlines 59

Utilities . .Bell Tele., Pa. _ _ 99

AGENCIES

JWT is boiling down its "radio
bible." This is a compilation of data
on radio's new dimensions and poten-
tial, which was worked up when the
agency was negotiating with the four
radio networks for its big Ford splurge.

The new testament on radio will be
reduced to fundamentals (present vol-
ume is two inches thick I and will be
circulated to every account group at
Thompson.

This should eventually lead to more
money going radio's way.

New agency appointments: Ander-
son & Cairns for the newly formed
Corinthian Broadcasting Corp.

New Book: "Advertising Media" by
Lyndon O. Brown, Richard S. Less-
ler and William >L Wilbacher de-
tails media planning and explains how
advertisers formulate marketing strate-
gy. Cost-per-1,000 concept and audi-
ence measurement are given full treat-
ment. Contains many charts and tables
within its 395 pages, is priced at S7.50.
Publisher is Ronald Press, New York.
Brown is v.p. and media director at
D-F-S Agency and Weilbacher is his
executive assistant. Lessler is v.p. of
marketing and research at Grew

Focus on personalities: George
W. Davidson has joined Compton as
a v.p. and account supervisor. He for-
merly was a marketing executive for
JWT. . . . Lawrence Weitzner has
been promoted to assistant to Charles
L. Rothschild, executive v.p. and ac-
count supervisor, at Emil Mogul. . . .
Frank Carvel has joined Ayer on the
timebuying staff. . . . Julian Watkins
has been named chairman of a new
creative review board at Campbell-
Mithun. . . . Robert F. Stanton has
joined Ketchum. MacLeod & Grove as
an account executive. . . . Earl Tim-
mons has been appointed research di-
rector for Stomberger. La\ ene. Mc-
Kenzie. . . . Clifford Spiller moves
over to SSCB as senior v.p. in charge
of the Pall Mall account and member
{Please turn to page 72)

SPONSOR

18 may 1957

^s***^-

Announcing . . .

SPONSOR'S FIRST ANNUAL
TV/RADIO TRADE PAPER

ADVERTISING AWARDS

THE NEED: Trade paper advertising in today's television and radio industry
is improving. But quantity is moving faster than quality. Agencies and ad-
vertisers complain, "We don't get enough meat from trade ads." Stations ask,
"What do buyers want to know?" On the premise that example is the best teach-
er, and to do our bit to inspire, stimulate, and reward the best campaigns of the tv
and radio advertising industry, SPONSOR inaugurates its annual advertising
awards. A distinguished group of tv and radio executives, each an active large-
scale spot and network buyer, will serve as judges. SPONSOR reports with
pride, and as an expression of advertiser agency enthusiasm for such awards,
that all but one of the invitations to serve on this panel was promptly accepted.

Publisher

COMPETITION DETAILS

Who is eligible?

Am ti station, radio station, network, broad
east group, tdm lyndii ttor, and broadcasl ion
n .-, rep, manufacturer, producer, "i supplier.

Award Classifications

tv stations • ,oss ,0 " hourly rati

Group I to $500

(.roup 2 $500 to $1000

Group .5 $1000 to $1500

(.roup I $1500 to $2000

Group ■"> $2(100 and over

radio stations

Group (' '" $150

Group 7 $150 /« $300

(.roup H $300 to $450

(.roup «> Xt.'tO U, $600

(.roup 10 $600 anil orcr

(.roup I 1 networks

(.roup \2 group-owned stations

(.roup I '.i iilin syndicatora

(.roup 1 I i> commercial producers

(.roup I . > broadcast services, reps,

manufacturers, producers, suppliers
Awards

1. First-place winner in each group is awarded
specially-designed plaque.

2. Promotion manage] ol each First-place win-
ner is awarded a 150 government bond and
a certificate bearing his name.

3. Meritorious awards will I"- given 2nd, 3rd,
lilt, and 5th place entries in each ^roup.

4. Winning campaigns will be featured in an
Awards Issue of SPONSOR

Entries

Each entry must consist oi five or more differ-
ent advertisements of a campaign thai has been
printed in any trade publication or publications
during the 12 months preceding Julj 1957.
i entry must also include (1) classification
in which entry belongs; (2) name and address
of entry; (3) names of general manager, pro-
motion manager, and ad\i iti-nm agency; I 1
single page Bummarj expressing objective and
strategy of the campaign with r<-ult-. if known.
Each station of a group-owned company may
enter it- individual campaign. All entries be-
come the properly of SPONSOR.

Deadline

Competition closes 1~> August 1957, Winners
will be announced in an issue of SPONSOB

-hortly after Labor Day. 1T>7.

Judges

Judge- are George Ahrams, vice president in
charge of advertising, Revlon; Donald Cady,
vice president in charge of general advertising,
Nestle; William Dekker, vice president in
charge of Media, nfcCann-Erickson; Frank B.
Kemp, vice president and director media. < otnp-
ton: Peter (".. Levathes, vice president and di-
rector media relations, Young & Rubicam;
I. S. Matthew-, vice president and manager
media department. Leo Burnett: Francis Mine-
ban, vice president and media director. SSC&B;
Arthur Porter, vice president and media direc-
tor. J. Walter Thompson; Rod MacDonald, vice
president and media director. Guild, Bascom
and Bonfigli.

Special Contribution

... to Broadcasters' Promotion Association:
To encourage the aims and activity of the fast-
growing BPA, SPONSOR will contribute -

lion entry. The contribution will be in the
to this organization for each tv and radio sta-
name of the promotion manager of the station.

from the president of the

BROADCASTERS' PROMOTION ASSOCIATION

BROADCASTERS' PROMOTION ASSOCIATION, INC.

Chimin Building • I 22 last 4!ndStrref Nrw York 17. N Y • MUrray HlU7-OBOt

omctm%

PrtuJtnt

Wciiinihousc
RrnaJcuting Co.. lac.

rtm iWMtai

C hirle. A W.tiofi
won * woN-rv

Snond Vlcf-Pfltdinl
MaaM T>den

■.WTV
Mien M JohioKS
omfercmi

Samu*l Elber

MM
GeneGodt

Marion Annenheri

*r-ft A WOSU-TV

Icy /immermiuia

Will • WFH-TV

Joe O HudifnV

SUNT* HINT-TV
John M Kejri
v. M»0 A WNBQ

Fcnter H. Brcm-p

h 28. 1957

Mr. Norman Glenn. Publisher

SPONSOR

40 East 49th Street

New York. New York

Dear Norm:

Congratulations on your proposed trade paper advertising i onteit
for the broadcasting industry!

The contest you propose cannot help but bring about a much ••
improvement in the quality of broadcast advertising in trade publi-
cations --by encouraging stations and related businesses to cast a
more critical eye at their own advertising It has always been a
mystery to me why so many astute station operators have shown
little or no imagination, inspiration, and showmanship li
tising of their own facilities to the trade Outstanding examples of
broadcast advertising or campaigns in the trades have been ;
fully few and far between, despite the healthy expenditures made
each year in this type of advertising

I hardly need repeat. Norm, how delighted I am that SP*j'
plans to contribute $5.00 to the Broadcasters' Promotion As*
tion for each entry received in the contest As President of i
I can assure you I will do everything possible to promo*,
mum number of entries among nPA member stations --as well as
the stations throughout the country. The funds derived fron
generous contribution from will enable BPA to pr

more and better services to its members -- and help ass-jr.
continuing growth and usefulness.

Cordially.

SPONSOR

David E. Partridge
President

DEP.J

THE WEEKLY MAGAZINE TV AND RADIO ADVERTISERS USE

WHAT

IS
YOUR
PHOTO-
GRAPHIC
MAL-
ADJUSTMENT

■

1) QUALITY

2) SERVICE

3) PRICE

THESE ARE THE 3
BIG PROBLEMS

Let us cure them for you
as we have done for some
of the top business firms
and advertising agencies

DAKALAR
■*£OSMO

^^^ Photographers

119 W. 57th St., N.Y.C. Ci. 6-3476
PHOTOGRAPHERS FOR SPONSOR

BAKALAR-COSMO

119 W. 57th St., N. Y. C.

Gentlemen: Please have your represen-
tative □ Phone □ Drop in

Date Time

Address Tel. No.

of the plans board. Spiller was former
director of marketing for the Maxwell
House division of General foods. . . .
Christopher A. Santc, director of
research at Lennen & Newell, has been
made a senior v. p. and will also act as
liaison between management, account
supervisors and department heads on
marketing plans. . . . Cay Gibson has
been named to head up the Doyle-
Dane-Bernbach sales promotion de-
partment. . . . Charles D. Hylsman,
Jr., has been named an account execu-
tive with W. S. Walker Advertising
and James F. Devine is the new
creative director for the agency. . . .
Phillip Wolf has been made radio-tv
director for Mottl & Siteman. Los An-
geles. . . . Shannon Patrick LaFon-
taine has been appointed purchasing
and production manager for the new
sales aid section of MacManus. John &
Adams.

They became v.p.'s this week :
Michael J. Donovan at B&B. . . .
Louis J. Nieholaus at K&E. Boston.
. . . Arnold M. Combrinck-Graham,
Jr. and C. Stuart Siebert, Jr., at
K&E. Chicago. . . . Melcon Tashian
at FCB, New York, and Marlen
Loehrke at FCB. Chicago. . . .
George Grabin at Arthur Meyerhoff
& Co.

New agencies: Marvin L. Grant,

formerly v. p. of Dobin Advertising,
has formed his own company in New
York. . . . Bernie Ebert is opening
an agency in Hollywood. Ebert is a tv
producer and most recently was with
KTLA, Los Angeles, as production su-
pervisor.

NETWORKS

Excerpts from talks on the theme
of Radio Week:

Matthew J. Culligan, v.p. NBC
Radio, at St. Louis Ad Club luncheon
told members these seven elements
have contributed to the clearing at-
mosphere for network radio:

(1) audience level has stabilized.
(2) big advertisers returning. (3)
highly promotable new program ideas,
(4) emergence of the popular tran-
sistor radio, (5) radio bridges gaps
in tv advertising continuity, (6) has
more news and cultural programs, and
(7) affiliates, national advertisers and
agencies all want radio to succeed.

John Karol, v.p. CHS Radio net-
work sales, told Texas broadcast ing

executives that radio's unique charac-
teristics can best be summed up as "af-
fordable frequency."

Louis Hausman, v.p., advertising
for CBS Radio, at the Ohio State In-
stitute for Education by Radio and Tv
said that by new sales patterns in ra-
dio an advertiser can now reach more
customers than he could via 1949's top
half hour show or today's average
nighttime tv program.

Robert E. Eastman, ABC Radio
president, made his Radio Week com-
ments during a special network pro-
gram. He pointed out that radio's
"power" is its speed.

Fall tv programing notes: Your
Hit Parade will keep its 10:30-11
p.m. spot on NBC TV next season in-
stead of moving back to 10 p.m. . . .
Wildroot has now cancelled plans to
sponsor New York Confidential on
CBS TV Saturdays 10:30-11 p.m. . . .
General Foods and Borden have
both renewed CBS TV's Fury, Satur-
days 11-11:30 a.m. . . . Perry Como
Show is sold out for the 1957-58 sea-
son with Kimberly-Clark, Noxzema,
RCA-Whirlpool, and Sunbeam each
renewing their alternate week one-
thirds and American Dairv and Kno-
mark coming in as new advertisers.

Current tv programing notes: The
high-rated daytime Tennessee Er-
nie Ford Show will bow off NBC TV

the end of June. This follows an
agreement made with his sponsor when
Tennessee Ernie went nighttime last
fall. Replacement will be Bride and
Groom.

Buck Benny rides again — at the
top of Nielsen's network radio rat-

Td be listening to KRIZ Phoenix,
if you could only fix a radio!"

SPONSOR

18 ma? 1957

Wb Ain't &thiri but fhe 1

• • • in Denver and San Francisco

iff Number 1 in Denver

By all standards, KOSl boasts the Number 1
[ndependent station in Denver: .March-April
Hooper compliments KOSl's programming
with a 15.7 AM : lit. I'M share. February
Puis,, gives K0S1 a comfortable 15.5 all-day
average. The trend is upward ratings con-
tinue to climb a-- proof of KOSl's increasing
popularity. Kosi sells the Denver markel
with 5000 watts daytime -operates full time.

Number 1 in San Francisco

Alii might, K< >BY jump

1 [ndependenl in San Francisco. March
Hooper: 17.8 A.M. 25.5 I'M daytin
Saturdays Sundays. Neilsen

K< >BY Number I [ndependenl at 21
N'si Area Audience 6 AM-Midnight. KOBY
full time sells full time! Its 10
r the entire ha;. aMng it the

mosl powerful independent station in San
Francis<

Mid-America Broadcasting Co.

Effective June I, represented by Edward Petry J Co., Inc.

CBS

AFFILIATED with KROD-600 kc (5000w
Owned & Operated by El Paso Times, Inc^

Rep. Nationally by the BRANHAM COMPANY

1 People

stay at the

Jtoje/ Ax wafer*

• 3 Minutes from Grand Central

• Convenient to Fifth Avenue
Shopping

» All Outside Rooms with Tub
and Shower

• Radio; Television; Circulating
Ice-Water

HOME OF THE FAMOUS

'Hawaiian
Room*

Knoun for ttilliemit

Hawaiian Cuisine ami

Motive Entertainment

see your

local travel agency

or tcrite to Promotion

Dept. for Brochure 180.

LEXINGTON AVE. at 48th ST.
NEW YORK CITY, 17

BOSTON— HANCOCK 6-6625

CHICACO— DEARBORN 2-4432

MIAMI— FRANKLIN 9-8331

iifis. The Jack Benrv) Shan (taped

re-run- i liil the number one spot in
the current report (two weeks ending
6 April i.

ABC Radio's latest sales report lists
over $1.1 million in new and renewed
business. New buys include participa-
tions in the morning block In Ball
Brothers and d-Con. Renewals are
from the Gospel Broadcasting Associa-
tion and the Highland Church of
Christ lor their two religious hours.
. . . Keystone has added 16 new affili-
ates, bringing the total up to 948.

New personnel appointments: Ar-
mand Grant has been named execu-
tive producer for daytime programs
at ABC TV. Grant will lie responsible

for much of the network's proposed
new live, daytime programing which is
tentatively scheduled to be slotted
from 3-5 p.m. (See "Tv's Hottest Bat-
tleground." SPONSOR, 4 May, for de-
tails on the ABC TV show line-up).
. . . Patrie Rastall has joined CBS
TV sales, Chicago, as an account ex-
ecutive. . . . Robert G. McKee has
been appointed an account executive
for ABC TV sales, central division.

To help eiients and agencies evalu-
ate individual network station line-ups,
NBC TV has set up a tv station sales
unit within its network tv sales service
department. C. Herbert Clarke will
head up

the unit as manager.

TV STATIONS

WCCO-TV, Minneapolis-St. Paul,
has an answer to those critics who
deery the lack of sufficient news
coverage on tv.

The station has recently expanded
its nighttime news segment from 10 to
30 minutes, doubled its news staff I now
22 behind-the-scenes members plus
eight on-the-air people ) and remod-
eled and expanded its facilities so that
the news department now 7 takes in al-
most an entire floor of the WCCO
building. The station currently car-
ries a total of 28 local news shows per
week.

Tv Applications: Between 6 and 11
May. two construction permits were
granted and four applications for new
stations were granted.

Construction permits went to Lock
Haven Broadcasting Corp. ( W BPZ I
for Lock Haven. Pa.. Channel 32: 20-

kw visual, and to Harriscope Inc. for
Channel 9 in Sheridan, Wyo.: 3.08-kw
visual.

\pplications are: Malco Theatres,
Inc. for Channel 54 in I tica. N. Y.,
and Channel 48 in Memphis. Term..
with 25.7-kw \isual and 614.5-kw visu-
al respectively; to St. Anthonj Tele-
vision Corp. for Channel 11 in Houma,
La., with 316-kw visual: to Brown
Telecasters Inc. for Channel 12 in
Beaumont. Tex., visual 316-kw.

RADIO STATIONS

You can get specific results from
a public service campaign — and
quickly — as well as from a com-
mercial schedule.

Y\ LBB. Baltimore, which programs
100' i to the large Negro population
there, shows how the station sparked
a drive to cut down the incidence of
polio among Negro children by urging
Salk vaccine shots.

The polio rate was two and a half
limes greater among Negro youngsters
than among white, prompting the sta-
tion to use its facilities and personnel
to air media and inoculation direc-
tions.

The cit\ health department credits
WEBB with having overcome unfavor-
able publicity given to a vaccine manu-
facturer, the children's fear of the
hypodermic needle and the expense of
inoculation.

As the Negro population shifts
and moves, and increases in size
and buying power, radio stations
are adding more Negro-appeal
programing.

Shift in programing at KPDQ.
Portland. Ore., follows this trend as
the station aims its entire music sched-
ule to a metro area Negro population
of 30.000. It's new slogan: the TNT
station — Tones 'n Tempos, (sponsor's
6th annual report on Negro radio and
the Negro market will be published in
September. I

It's not only spot and network ra-
dio which is booming: local bill-
ings are on the upgrade, too.

\\ \ NJ. Newark, reports its billings
were up 10' < in January, 15$ in Feb-

►

. I

SPONSOR

18 may 1957

BEST v SHOT
OF THE >f£AR

n\cr$

5AUCS

IN USE 20 JULY

AD OCfctUNfc 2 JUL*

Things are hatching
in the
WREN's
Nest!

TO TIME BUYERS
LOOKING

FOR
A BUSY
SIGNAL

Metropolitan Topeka is proud of its
steady, high payrolls — like Southwest-
ern Bell's 1,200 employees. The com-
pany has already added three stories
to the new building opened in 1951,
and in addition has two suburban of-
fices in the mill. Nearly 10 per cent
of all Kansas construction for South-
western Bell is slated for Topeka in
1957. Topeka is a mark3t worth having
. . . and WREN is the low-cost way to
get it. Nielsen's latest, credits WREN
with 42 per cent of all Topeka homes
every single day!

REP. BY JOHN E. PEARSON

5000 WATTS
TOPEKA, KANSAS

ruarv, 30% in March, more than
1U(!' ( in \pril i in each case, vs. the
same time a year ago I .

\\ hy such a jump? Conversion to
Great Albums of Music minus disk
jockej appeals says Manager Ivon B.
Newman. And these gains despite a
30% rate hike.

WWEZ, New Orleans, bagged 19
new accounts with a simple and inex-
pensive audience promotion. It had
an Easter Parade, complete with an
egg hunt, free chicks for kiddies and
a parade.

Forty-three advertisers shared in
sponsorship of parade remotes and the
hunt for 1,000 eggs spotted in 13 loca-
tions. Of the 19 new WWEZ clients,
14 had never used anv radio.

FILM

AAP's new overseas setup not onlv
underlines the tv sales potential for tv
film distributors but the theatrical, pro-
duction, literary and merchandising
parlays that can accrue.

The firm, distributors of pre-1948
Warner Bros, features and shorts, just
announced the setting up of an East-
ern Hemisphere operation under Nor-
man Katz, director of AAP's foreign
department and executive vice presi-
dent of Dominant Pictures, its theatri-
cal distributing subsidiary.

The plan is for foreign AAP compa-
nies to utilize all the rights AAP ac-
quired with the motion picture nega-
tives. This includes literary rights for
live theatrical, tv and radio production
and licensing of merchandising rights
similar to the Popeye arrangements in
effect in the U.S.

AAP will also invest money in over-
seas production of film for theatres
and tv in Europe and tv in the U.S. as
well as keep an eye open for profitable
tv station operations.

The distributor recently concluded
a $6 million deal with a syndicate I in
which AAP retains an interest) which
will distribute AAP product in Latin
America.

A potent argument for reruns has
recently been researched bv MCA-
TV.

The firm just completed a survey of
eight cities where first and second runs
of Dr. Hudson's Secret Journal have
been shown. ARB figures for March
1957, covering second runs of the
show, reveal an average of 29.4. This

compares with a first run average of
24.7 in March 1956.

One of the biggest tv time sales in
the Southeast has been pulled off by
\\ SM-TV. Nashville, in selling fea-
tures to a super market chain.

The client: Cooper-Martin Stores,
with 13 outlets in the Nashville area.
The bu\ : first run features Monday-
through-Friday from 3:30 to 5:30 p.m.
and Sunda\ night at 9:30 plus a week-
da\ spot campaign. The deal is for
52 weeks and the series will be called
Home Folks Theatre.

The show is designed as both a
prestige and sales builder. Brands car-
ried by Cooper-Martin stores will par-
ticipate.

COMMERCIALS

Piel's Beer, Ford and Chesterfield

tv commercials are win, place and
show in audience popularity for March.
American Research Bureau asked
diarykeepers to name the tv commer-
cial that pleased them most during the
month. Here are the top 18 in ARB s
best-liked commercials during week of

J> DAV/S

Merer mind the uranium.

Charlie, u-ait 'til you hear what's

happening at If'PTR.

SPONSOR

18 may 1957

Famous on the Georgia Scene

LAKE CHATUGE, luring fishermen to its bass-filled waters,
lies tucked away among the gently sloping mountains of
northeast Georgia — an area fully covered by WAGA-TV,
also famous on the Georgia scene. Covering more than half
the state's population with over half of the retail sales and
spendable income, WAGA-TV consistently gains top ARB
and Pulse ratings. It's the No. 1 television station in the
Southeast's No. 1 market.

STORER BROADCASTING COMPANY SALES OFFICES

NEW YORK-625 Madison Ave. • CHICAGO-230 N Michigan Av; • SAN FRANCISCO-111 Sutter St

«presented Nationally by THE KATZ AGENCY, Inc.

1 to 7 March: Piel s Beer, Ford,
Chesterfield, Hamms Beer, I puna.
Dodge, VN inston, Alka-Seltzer, tvo
r\ Soap. Plymouth, Revlon, Toni,
L&M, Genera] Electric, Snowdrift,
Rheingold Beer, Kleenex, Lucky
Strike. Prom Permanent and
Schlitz.

I lie latter two made the favorite
i ommercials list for the first time since
monthl) survey began last Max.

Television commercials are now
getting the same "sneak preview"*
tryouts that are given Hollywood
feature films.

\t the Palms Theatre in Culver Citj
and at the Panorama Theatre in Van
\u\s. three recently-produced com-
mercials for New Blue Dutch were
shown, and movie fans filled out audi-
ence reaction cards.

The commercials were done for Pu-
rex Corp. 1>\ I l'\ for use on NBC's
Arthur Murray Houseparty show this
Mimiuer. Price-Waterhouse is auditing
the pre\ iew cards.

Walter 1. ( w allv) Gould has joined
I'elevision Programs ol America, Inc.
as producer in charge of its new ex-
pani'cd t\ commercial division. TPA's
main film studios are in Hollywood,
hut Gould will headquarter in New
York.

The new di\ision will produce com-
mercials as well as show openings and
closings on location or in local studios.
Gould, a former Hollywood script writ-
er, wrote and produced Beulah for
Ethel Waters on tv together with other
shows and commercials for Reynolds
Tobacco, Colgate. L&M. and Rev-
lon.

In the three months since it formed
its commercial and industrial film de-
partment, MGM-TY reports contracts
totaling more than $400 thousand
have been completed. This includes 46
t\ commercials and one industrial.
Among the commercials are Knicker-
bocker Beer through Warwick & Leg-
ler, Helene Curtis and Mavbelline
through Gorden Best Agency, Formfit
Foundations and Alemite through

FOLLOW THE LEADER
IN SACRAMENTO...

KCRA-tv

49.1%

A graphic der

KCRA-TV's rise

Audience fror

Sign-off, Sundc

Ask Petry about The

Highest Rated NBC

Station in the West.

•ARB. Sacramento

SACRAMENTO, CALIFORNIA

Serving 28 Northern California
and Nevada Counties

CHANNEL

\Ia< Farland Aveyard Agency. Com-
pany now estimates a $2 million \ear
for this new department.
French adaptations of l. S.-pro-
duced t\ commercial films are now of-
fered through Robert Larence Produc-
tions, Ltd.. Toronto. Canada. Soun.l
tracks are available on ' j ". 16 urn and
•'i") mm magnetic and optical tape.
Cummings Productions. Inc.. New
York, creators and recorders of sing-
ing commercials, has set up two new
departments to produce commercials
and industrial films.

REPS

Adam Young, president of the
radio-tv station rep firm, last week
was one of 1 1 men to receive the
Horatio Alger Award.

^ oung was elected b\ vote of 3,000
students from the 500 members of the
American Schools and Colleges Asso-
ciation.

Young started in the broadcast in-
dustry as a page boj at NBC.

The OK station group of five ra-
dio facilities has named Stars
National. Inc. as its station repre-
sentative.

The five outlets: WBOK. New Or-
leans: WLOK. Memphis: KAOK. Lake
Charles. La.: WXOK. Baton Rouge;
KYOK. Houston.

Personnel additions: For Edward
Petry: Biil Oldham switches to the
St. Louis office as sales manager from
Chicago, where he was a radio ac-
count executive: Austen Smithers
takes over the Chicago opening after
resigning as radio sales manager of
Headley-Reed station reps.
At John Blair & Co.: Tom Boise
resigns as manager of KSFD. San Di-
ego, to work as an account executive
in the Los Angeles office: Arthur
Yigeland leaves Ted Bates ad agency .
New York, where he was account man
on Kool cigarettes, to be a salesman
in the New ^ ork office.
At Everett-McKinney : Dale Ste-
vens joins the tv-radio sales staff in
Chicago.

RESEARCH

Tv*s audience keeps going up. up.
up. So says TvB. reporting that
the daytime network advertiser in
\i7 is reaching a 9% bigger audi-

SPONSOR

li! \m 1957

wfmy-tv
maximum
power on
channel 2

greensboro, n. c.

the winncili • •

Here in the Prosperous Piedmont section of North Carolina and

Virginia, your sales message gets home "first" with the '"most" impact

when you buy WFMY-TV. Put your product in the winner's

circle — every time - by calling your H-R-P man today for full details

of WFMY-TVs great market.

UJt

Greensboro

' * \M

Winston-Solem

Durham

High Point

Salisbury

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Chapel Hill

Pinehurst

Southern Pines

Fort Bragg

Sanford

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- - ■*"

Danville, Va.

WFMY-TV . . . Pied Piper of the Piedmont
"First with LIVE TV in the Carolines"

50 Prosperous Counties
$2.7 Billion Market

2.1 Million Population
$2.1 Billion Retail Sales

uifmij-tv

/r/////f

GREENSBORO. N. C

Repreiented by

Harrington. Righter & Parsons. Inc.

New York Chicago San Francisco Atlanta

Since 1°49

SPONSOR • L8 M \Y 1957

MEMO:

TIMEBUYERS!

You must use the most POWERFUL
Station in Northeastern Pennsyl-
vania's Rich 17 County Area to
really cover the market.

* WILK-TV Reaches better than
85% of the 314,984 sets in its cov-
erage area!

* WILK-TV Reaches more com-
munity cable subscribers than any
other station in the Willtes-Barre-
Scranton Area!

X WILK-TV Provides clearer
"line-of-sight" to all important sur-
rounding population centers than
any other Station in the area!

K WILK-TV Carries your mes-
sage from Reading to New York
State — from Lock Haven-Williams-
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1 MILLION + WATTS

GET THE FACTS!

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Call Avery-Knodel, Inc.

Art

MOSBY'S stations

blanket Western

MONTANA

Daytime —

KGVO

5,000 watts — CBS
Nighttime —

1 K-MSO-TV !

CBS
191,000 watts — NBC

ABC

•

Either Radio or TV,

when you think of

Montana

Think of Mosby, Inc.

Missoula, Mont.

ence than in \56; the nighttime
buyer, 20% more.

Gains in homes reached are, respec-
tively, 283,000 and 1.5 million. Week-
ii;i\ audience gain in the two-year span
from '55 to '57 is 28% ; for the aver-
age nighttime show, 41%.

This marked advance in davtime
tune in is of special interest to adver-
tisers this year as nighttime blocks
close up.

"N isnal advertising" — print or tv
— isn't producing the kind of
brand identification automotive
manufaeturers want.

So says Jack Hardest). \ .p. -general
manager of Radio Advertising Bureau.
He spoke to the Adcraft Club of De-
troit on results of an RAB survey.
Findings: A five-brand study of '56
cars shows only 50% of all car owners
interviewed could correctly identify the
make after seeing a full profile photo-
graph in detail and color.

Even fewer non-car owners could
name the manufacturer.

Blasting automotives' stress on visu-
al advertising, he said these results
show the fallacy of relying on product
pictures. The most effective car pic-
ture which can be "implanted," he
says, is the mental image radio creates.

Four of the top 10 tv shows
dropped out of position between
April '56 and '57 — a significant
40% loss.

They were, according to American
Research Bureau, Red Skelton (from
7 to 11) ; Bob Hope Chevy Show
I from 5); Lawrence Welk (from a
tie at 7) ; Person to Person, from 10.
Symbols influence people sub-
consciously, and the tv advertiser
might well look to hidden mean-
ings of words as well as to his
dictionary.

Dr. Ernest Dichter. president of the
Institute for Motivational Research,
says there's a "secret language" of ads
which gives words their psvchological
impact.

These latent meanings originate in
symbolism, he says — "in the mood and
associative world of an ad." Some
symbolic examples:

Rounded, open forms and curves
are feminine: sharp, angular features
are masculine: straight lines symbolize
restriction and authority: exposure of
the previously hidden symbolizes bold-
ness and freedom, but exposure of the

natuialK hidden symbolizes violation
and creates fear, disgust and ( inter-
esting i curiosit) .

FINANCIAL

Here are the first quarter reports
from some of the major air media
advertisers:

R. J. Reynolds Tobacco reports
sales of $236,612,000 as against $213,-
201,000 in the first quarter of 1956.
Net earnings compared $15,360,000 to
$13,565,000 for the period last year.

Warner-Lambert Pharmaceutical

Co. sales went to $40,100,000 com-
pared to $36,500,000 for the first quar-
ter in the previous year.

American Home Products reports
net profits of $9,431,170 for the first
quarter of 1957 as against $7,155,634
for the previous year's first quarter.

Miles Laboratories net income for
the first quarter of this year reached
$847,204 against $755,819 for the

same period a year earlier.

Procter & Gamble net profits for
the nine month period ending with
March was $51,520,833 corresponding
with $47,452,816 for the same period
of the previous year.

Standard Brands' net sales hit $129,-
361,348 for the first quarter of 1957
as against $117,873,993 for the com-
parable 1956 period. Net income
reached $3,612,453 as against $3,016,-
300.

Tues.

Net

Stock

7 May

14 May

Change

New York Stock Exchange

AB-FT

24 >s

24%

+ %

AT&T

177 1 -

178%

+ 1

Avco

fi-\

CBS "A"

34%

35%

+ 1

Columbia Pic.

IK 1 .

17"s

- %

Loew'j

20%

19%

Paramount

54%

35%

+ %

RCA

36%

38%

+2%

Storer

26 T s

+ 1%

20th -Fox

27 ;i ,

27-'s

- %

Warner Bros.

25%

- %

Westinghouse

59 's

+1%

American Stock Exchange

Allied Artists

- %

C&C Super

■■■>

Du.Mont Labs.

+ %

Guild Film?

+ %

NTA

- %

SPONSOR •

18 \m

1957

ED MEATH

"Musical Clock"

6-9:30 A.M. Mon. thru Sat.

Rochester's long-time top-favorite disc jockey
dominates our morning program schedule
which averages, from 6:00 A.M. to Noon. . .

"Lloyd's Unlimited"

3:30-6 P.M. Mon. thru Fri.

Only one year in Rochester, bui zooming in
popularity, Lloyd heads up mn afternoon
line-up which averages, noon to 6:00 P.M. . . .

24%

. . . and, beside rating FIRST in share of audience in
the morning, and FIRST in the afternoon, we really
ought to mention that we're FIRST evenings, tool

23%

LATEST ROCHESTER
PULSE REPORT
MARCH 1957

ofwcksfer

NEW YORK
5,000 WATTS

Representatives: EVERETT- McKINNEY Inc. New York, Chicago, LEE F. O'CONNEll CO., Lo% Anqclr-s Son Francisco

SPONSOR

18 MAY 1957

PITTSBURGH

WFBG-TVs Unduplicated
Primary Area

WFBG-TVs and Station B's
Duplicated Primary Area

Pittsburgh's Primary Area

30 of the Top 40 Shows

76,701 more TV homes from PITTSBURGH to HARRISBURG

It's as easy as ARB! TOP PROGRAMS plus TOP AUDIENCE make

WFBG-TV, Altoona, your number ONE choice from Pittsburgh to

Harrisburg. ARB proves WFBG-TV has 30 of the top 40 shows ... proves

that WFBG-TV delivers 76,701 more TV homes in combination with

Pittsburgh . . . proves that WFBG-TV delivers average audiences 30. 1 9c

greater than Johnstown; 71. 49< more quarter-hour firsts. Buzz BLAIR for \mv W m K'9 ^3 "" 1*

proof: ARB. Altoona, Nov. 1956; ARB, Altoona Coverage Study, Mar. 1956. ALTOONA, PENNSYLVANIA

ONLY BASIC CBS-TV STATION SERVING THE AREA j§ft channel 10

^^ ABC-TV • NBC-TV

Represented by BLAIR -TV

operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AMiFMiTV, Philadelphia, Pa./wNBF-AM»FM»TV, Blnghamton, N. Y.
WHOB-AM, Harrisburg, Pa. / WFBG-AM • TV, Altoona, Pa. / WNHC-AM • FM • TV. New Haven-Hartford, Conn.
National Sales Office, 4 8 5 Lexington Avenue, New York 17, New York

::2

SPONSOR

18 may 1957

Wluil's happening in U. S. Government
tluit affects sponsors, agencies, stations

WASHINGTON WEEK

cwi|ht A iM7 Look to Sen. Estes Kefauver jarring the Industrial (at well .i-, the network

sponsor publications inc. world if he mi leashes a price-regulat in» proposal be i- reported i" 1-- cooking op.

The mill of Kefauver'a plan: Put an) company thai does L0%, or more, of all the
dollar bnsinesa in \i- field under some sort of price regulation.

Such a curb could affect CBS TV. That u network, according to I'll!, did over 45%
of all tin- business in its field in 1956.

The Senate Commerce and House Judiciary antitrust committees continue t<»

wrestle with their long-awaited and oft-delayed network probe report-.

There's less confusion in the Senate group than on the House side.

The report issuance situation in either camp this week shaped up thus:

HOUSE ANTITRUST COMMITTEE: Chain,. a.. Emanuel Celler is determined to
get out the report as quickly as possible. So far, according to reliable sources, ever
thing has been resolved except the stand on BMI — with Celler meeting no little resistance to-
ward his views of the music licensing organization.

This is not to imply that there's complete agreement within the committee, A strong mi-
nority report is almost certain — as previously indicated b\ \\ \SH1.\GT()\ Wl.l K..

Celler knows that such a report will pull the teeth from the majority docu-
ment, since it will divide the committee along political lines.

Even with the prospect of having to settle for two reports, the committee's staff is being
forced to soften the majority document in order to gain enough signatures.

As it stood originally, the majority report was a bitter indictment of such network prac-
tices as option time and must-buys. It was equally strong in its condemnation of the FCC,
with particular respect to the commission's approval without hearing of the Westinghouse-
NBC swap-trade. This transaction is now in the courts via a Justice Department antitrust
action.

SENATE COMMERCE COMMITTEE: .Nicholas Zapple has problems of bis own

with the report prepared by special counsel Kenneth Cox and himself. I he i i r-t report, in-
volving a plea for trial of pay-tv, was put on the shelf. Now the documenl dealing
with network practices is under scrutiny from several quarters.

Sen. John Bricker wants to be sure the report calls for FCC regulation of the networks.
Sens. John Pastore and committee chairman Warren Magnuson want to be -urc there a nol too
much biting at the FCC.

Three routes are open on this report — which is also critical of some network prai I
but more restrainedly than Celler's:

1) Approval by a majority of the committee — therebj giving it the prest
committee report.

2) Issuance simply as a staff report, because of failure to gain sufficient agreement.

3) Temporary shelving, like the pay-tv issue

Commissioners Doerfer and Lee remain hot choices to succeed to the I I I
chairmanship, but the race for George C. McConnaughey's seat is wide open.

Edward K. Mills. Jr.. of New Jersey, turned the spot down last week after it generally
was assumed that he was a shoo-in.

SPONSOR • 18 may 1957 83

GETTING THE MOST FRC

*£"^**Inn|

Snagged" by a
Faulty Film Situation ?

If so, you've a right to be "hopping mad" —
especially if picture "smog," inflexible film pres-
entations and high operating costs are blocking
your progress. Better do something about it.

SPONSOR • 18 MAY 1957

UR FILM DOLLAR...

«•»«"'

Can You Answer

to all

these Questions?

1. Does your present film equipment give you a snow-
free picture, approaching the live quality that adver-
tisers want ?

2. Does it assure low operating cost at the same time?

3. Does your film system provide for varied program
fare to hold viewer interest ?

Tmk(s) ®

SPONSOR

RADIO CORPORATION of AMERICA

BROADCAST AND TELEVISION EQUIPMENT
CAMDEN, N. J.

In Canada: RCA VICTOR Company Ltd., Montreal

18 MAY 1957

A round-up of trade talk,
trends and tips for admen

SPONSOR HEARS

bhwum « ^ network president is so bent on getting the post-1950 product of a major

•ponsou publication* i «a feature film distributor that he's dangling this bait:

Let the distributor make a bulk buy of the network's time and sell the time-
film package to advertisers.

Media buyers should take heart from what a management consultant firm says about
them after probing an agency's operations:

They were assayed as ultra-high in diligence, conscientiousness, enthusiasm, and
progressiveness.

If McCann-Erickson is not in the news so much these days as several months ago,
it's partly because it has reached the leveling-off stage that usually follows a meteoric
rise.

With its machinery in synchronization, the important goal now is to solidify its
position and work on the profits column.

Madison Avenue is working up a glow out of the fact four charmer-vocalists
are set to head up their own weekly tv programs. It could give the season a lift and
more class.

The quartet: Dinah Shore (Chevrolet); Patrice Munsel (Buick) ; Gisele MacKen-
zie (Scott Paper-Schick) ; and Patti Page (Kellogg-Pillsbury-Oldsmobile) .

(Incidentally — as SPONSOR-SCOPE has reported before — singers, fronting flashy
shows, should have quite a vogue this fall.)

One major agency would be very thankful if a certain tv network sales ex-
ecutive would exercise more restraint when meeting with its clients. He is too prone to:

1) "Lecture" them on the subject of tv.

2) Emote so enthusiastically that the client hasn't a chance to state his own prob-
lems and preferences.

3) Cut short the client's time to digest the pitch.

DuPont is prospecting for a fall radio show that will appeal to hunters.

CBS Radio's sports department meanwhile is on the prowl for a name in that field.
BBDO will place the business.

Network nadio — all live until Bing Crosby broke through the barrier on ABC — had
a number of "first nights" whose glamor and excitement demonstrated the emo-
tional kinship between Broadway and an earlier, more flamboyant Hollywood.

Trade veterans digging back in their memories for such occasions would be likely to
include these premieres:

• The Kraft Music Hall, which opened with a two-hour show, presided over by Paul
Whiteman and ballyhooed with page ads in newspapers.

• Texaco's debut of Ed Wynn on the old Ziegfeld Roof.

• Al Jolson's ushering in of the Shell Chateau.

• Fanny Brice's magnificent display of many-sided talent for Chase & Sanborn.

• Esso's innovation of five different types of shows — all star-studded — on a regular week-
ly schedule.

SPONSOR • 18 MAY 1957

these are clean livin' folks!

And the whole durn family does everything in a big way Saturd
bath included!^ Doesn't really matter if you're sellin'soap or

shoestrings; folks like these buy lots of stuff they hear about on
KXLA. most listened to 24-hour country and western music station.

10,000 watts covering the greater Los Angeles market fRT ^fJT # Sk

represented nationally by Burke-Stuart Co., New York, Chicago, Detroit, Los Angeles, San Francisco

OVER-COMMERCIAL ?

(Continued Irani page 39)

stead <>f parking (' a.m. to 6 p.m. slots.
More careful supervision of pro-
graming. Keep an e\e on those disk
jockeys who lend to yak-yak too much
during a show, run out of time and
then frantically bunch their remaining
announcements in the waning minutes.
There are main among both buyers
and sellers who agree with Brent that
programing is one of the keys to the
puzzle. \ poorK -handled program with
onl\ 111 announcements can sound
more pvercommercialized than a well-
handled show with 20. A lot of show
personalities can match up commer-
cials for two compatible products
(such as soft drink and pretzels I and
put them back to back with a strong
tie-up. heightening the effectiveness of
both. The increasing number of light
touch "talk" commercials is enabling
some clever d.j.'s to alternate these
with singing commercials, so that the
listener is not too aware of the short
time between commercials. (See
"Should you get on radio's comed\
commercial bandwagon?". SPONSOR 11
May.)

As for protective separations, com-
petitive products and conflicting copy
themes are not the only considerations.
There also is the problem of separat-
ing two non-competitive — but incom-
patible — products, such as floor wax
and peanut butter. Station traffic de-
partments and show stars can do a lot
to smooth out their commercial slot-
ting if they have, or take, adequate
time to plan their programs.

"In order to be good, a station must
have a character," says Jerry Sachs,
Doyle Dane Bernbach timebuyer.
"And in order to establish such char-
acter, it needs programing. When it
crams too many spots into too little
time, programing goes out the win-
dow — and the station has lost its char-
acter." (One of the reasons advanced
b) magazine experts for the death of
Collier's was its lack of character, i

"Ads strung together," Sachs con-
tinued, "are nothing but a shopping
guide. And a shopping guide is not
programing."

Sachs, who is as much concerned
with "overcommercialization" of radio
as is anyone else in the business, takes
an objective view of the problem. It's
a problem both broadcasters and ad-
vertisers must join forces to lick.

"Advertisers have got to stop their
clamoring for these prime hours.

They've got to face the fact that radio
selling is a cumulative thing: you chip
awaj at a small piece of audience at a
lime, then you go to another hour and
chip awaj at another audience: 7 to 9
a.m. is not an umbrella that covers
everybody.

"Then there are the broadcasters.
I he\ ve got a big selling job to do.
They ve got to acquaint advertisers
with the other hours in the radio day.
They've got to come up with solid re-
search to prove these other hours are
good buys. They've got to develop
I letter packages to attract advertisers
into spreading out."

Until such missionarv work takes
hold, what of the immediate program-
ing? Are shows and advertisers both
suffering from announcement over-
crowding? What of the listening
housewife who may be bombarded by
as many as 200 separate commercial
impressions before she sets out on her
trip to the super market?

How the audience reacts

"Chances are," says Albert Shepard.
executive vice president and director
of tv testing MRP (Motivating Re-
sponse Patterns), "she just won't listen
to them all. but will pick out of the fog
of commercials only those she wants to
hear. However, there is no general
rule; a lot depends on specific prod-
ucts and special situations."

A. C. Nielsen Co. reports that, in tv.
minute-by-minute curves indicate no
appreciable tune-out at commercial
times. Thus it would seem that tune-
out is influenced by programing — not
commercials.

In 1949, Schwerin Research Corp.
measured for a network the effect of
increasing the number of commercials
in daytime programs. They ran
matched-sample tests in the same show,
the first time with five commercials
and the second time doubling that
number. All the commercials were ap-
proximately one minute in length. In
Test I, the commercial time was in a
relationship of about one to eight to
the entertainment, while in Test II re-
lationship was roughly one to three-
and-a-half.

The study indicated that the larger
number of commercials had an adverse
effect on liking for the show, the loss
being 9% . I See chart, page 39. i

"While the climate of radio listen-
ing has obviously changed since this
stud\. Schwerin Research points out.
"it assuredly is not more favorable to-

ward saturation use of commercials."
None of these pieces of research
presents too alarming a picture. Yet
the "overcommercialization" battle
goes on.

"Radio was entirely too holy in the
old days," said one hroadcaster. "They
fell over backward trying not to dou-
ble-spot. Then along came tv which
went blatantly ahead piling up hitch-
hikes and cowcatchers and I.D.'s and
station breaks until it sometimes winds
up with five commercials in a row.
\\ In the hell should radio be expected
to be so moral about this thing?"

"No station is over-commercialized."
said another, "if you look at it over a
12 or 18 hour period. It's all due to
timebuyers getting such ultimatums
from clients as. 'You will buy 7 to 9
a.m. and 4 to C p.m., and you will ac-
cept no substitutes!' '

Perhaps the whole subject was best
summed up by Paul Weeks, vice presi-
dent of H-R Representatives, Inc..
v hen he told sponsor:

"Retention is influenced by a great
manv factors other than the number of
different impressions received within
a given period of time. In fact, the
number of commercials probably is
one of the less important factors.

"It is too easv to generalize about
the commercial load of a program.
Commercial load is a highly relative
term, and depends a great deal on the
calibre of the broadcaster.

"In some cases, it is merely force of
habit on the part of even some of the
most astute clients who confine their
agencies to the well-trodden boards
and so prevent them from making crea-
tive, selective buvs in a variety of time
periods which would yield optimum
usable audiences.

"Creative, selective buying is one-
half the combination to unlock the real
potential of radio advertising. The
other half is creative, impact-making
commercials.

"Several years ago." Weeks conclud-
ed, "when radio had been officially
pronounced dead, it was the success of
a handful of intrepid and imaginative
agencies who knew better which star-
tled the erstwhile crepe-hangers back
into the fold. It is these very pioneers
who now find things crowded, remem-
bering as the) do the days when there
was lots of elbow room on their re-
discovered medium. It may well be
that these same pioneers will go forth
again in 1957 to conquer new worlds
and new time periods." ^

;;;;

SPONSOR

18 may 1957

The twamplandi of
northern Michigan are
home, sueet home to this
20 pound bundle of fer-
ocity. Ii>e Bobcat prowli
h\ night, and dtnei OH
birds t/nt/ sm.il/ animals.

Original sketch
by conservationist
Charles E. Schafer

^mm

Put your money where the people are

Are you reaching bobcats instead of people? WWj's Hi-Fi
signal, personalities, news coverage, and feature programming
concentrate on people— the big-earning, big-spending folks in
southeastern Michigan to whom WW J is a constant companion
and trusted friend. Use WWj all day . . . every day.

Here's your Real Target

Seventy per cent oj Michigan's population
commanding 75 per cent of the state's
buying power lives uithin W'W'J's daytime
primary coverage area. In the Detroit area
alone, over 3 l _> million people spend over
$5 billion annually for retail goods.

WWJ RADIO

WORLD'S FIRST RADIO STATION

Owned and operated by The Detroit News

Notiono/ Representatives Peters, Griffin, Woodward, Inc.

NBC Affiliate

SPONSOR

18 may L957

• Mississippi's ONLY Negro Station

• In Jackson— 45% Negro

• Top Hooperated — consistently

• The ONLY way to the 72,000
Negroes of Jackson

of ARKANSAS'
No. 1 Market with

• Arkansas' ONLY Negro Station

• In Little Rock- 1/3 Negro

• Top Hooperated - consistently

• The ONLY way to the 72,000
Negroes of Little Rock.

Buy Both These Exclusive
Markets — in Combination
JOHN E. PEARSON CO.

Reps at work

Al Miranda, The katz \gencv. New York. -a\»: "Main adver-
sers and agencv executives don't use spot t\ because thev fear thev
won't be able to buv good time slots. In general, more desirable time
periods are available toda) than at any time in recent years. Not
onl) are good daytime announcements and I.D.'s open, but even in
prime evening hours good adja-
cencies and program times are
available. The over-all efficiency
of spot tv is well known to main
advertisers, yet others feel they
must use the network nighttime
half-hour program unit as their
basic advertising buy. The Katz
Agency is preparing data which
we think will firmlv demonstrate
basic reasons why most advertis-
ers should buy spot first — not net-
work — for nighttime hours. With

increased network tv costs, market-by-market placement offers the
advertiser a better, more logical way to buy. Naturally, it is im-
portant for the advertiser to set up budgets well in advance to secure
favorable positions in any medium. Such attention pays off to a
greater extent in spot television franchises than is possible in any
other medium, as more advertisers and agencies are finding out.

Ed Lier, Avery-Knodel, Inc.. New York, comments: "'Many adver-
tisers might not lie aware of the tremendous frequency of impres-
sion they can get using 10-second I.D.'s during the daytime with a
spot budget no greater than that required for. sav. two nighttime 20-
second spots. On the average, an advertiser can buy 20 daytime

I.D.'s — with at least a 10.0 aver-
age rating — for the cost of two
nighttime chainbreaks. This is
based on a rate and saturation re-
v ieu of most tv stations we repre-
sent. In some markets the fre-
quency is greater. In Oklahoma
City, it's 29. In Lincoln. Neb., 27.
L^ '*} In Rock Island, as many as 32!

J§{>-.^ And what better time is there than

flS ■ 'm « HI davtime hours just before house-

JK jgm wives shop. \\ ith self-service re-

tailing and impulse buying, day-
time saturation increases package identification, brand-demand and.
as a result, volume sales too. Some products require longer an-
nouncements, of course. Let your other spot t\ advertising do this.
Simply replan your campaign. I se fewer nighttime spots and add
I. I). saturation with higher cumulative ratings. Then a measure of
vour campaign bj anv yardstick — will prove its increased efliciencv."

SPONSOR

18 may 1957

DICTIONARY OF SYN

Top „«„,„.,, ._„

Check local advertisers — use any measure you choose. You 11 find \\ SM- 1 \ to be
the number one station in the Nashville market.
Irving Waugh or any Petry man can supply the proof.

Channel 4, Nashville. Tenn.« NBC-TV Affiliate* Clearly Nashville's --= I TV Station
IRVING WAUGH, Commercial Manager* EDWARD PETRY & CO., National Advertising Representatives
WSM-TV's sister station - Clear Channel 50,000-wart WSM Radio - is the only single medium that covers completely the rich Central South market.

WSM-TV

. . . with audience

• 15 of the top 16 weekly shows

• 7 of the top 10 multi-weeklys

• 46% share of audience
(Feb. '57 ARB)

. . . with coverage

• Documented proof of superior
30-county coverage!

Represented Nationally by CBS-TV SPOT SALES

K6IM-TV

DOMINANT IN THE
OREGON MARKET

Tv and radio

NEWSMAKERS

Tom W. Judge has been appointed to the
newl) created office of national televi-
sion sales manager for the Westinghouse
Broadcasting Co. His appointment follows
the naming of Perry B. Bascom to a
similar post for radio several weeks ago.
Judge started in the broadcast industry as
a salesman for WBZ-TV, Westinghouse's
Boston station. He then went to CBS TV
spot sales where he was an account executive for four \ears, then
midwestern sales manager, and later was advanced to the posi-
tion of eastern sales manager. He then moved over to Closed
Circuit Telecasting. Inc., as vice president in charge of sales.
Judge resigned from Closed Circuit this week to join Westinghouse.
Prior to entering tv, he covered the midwest as a retail representa-
tive for Life, where he specialized in field merchandising campaigns.

Ceorge Weissman, Philip Morris vice
president, has been named director of mar-
keting for the cigarette firm. Weissman's
appointment signals Philip Morris' change-
over to the marketing organizational con-
cept. In the newly created post he will
be responsible for directing and coordi-
nating sales, advertising, market research,
packaging and public relations. He will

report directly to executive vice president. Joseph F. Cullman. III.
Weissman is a former newspaperman and public relations executive
and has been associated with Philip Morris since 1948 when he was
account executive for Benjamin Sonnenberg. publicity consultants
for the cigarette firm. He joined Philip Morris in June. 1952 as
assistant to the president and director of public relations. Named to
aid Weissman is Ross R. Millhiser. new assistant dir. of marketing.

Raymond W. Welpotfr, former station
manager for WRGB. Schenectady, will join
the WKY Television System, Inc., on 3
June as station manager for WKY AM &
TV, Oklahoma City. Announcement of
Welpott's appointment was released this
week by E. K. Gaylord. president and gen-
eral manager of the stations and also of
the Oklahoma Publishing Co. Welpott.
who joined the General Electric Co. in 1938. entered the broadcast
field in 1941 as broadcasting accountant for the General Electric sta-
tions in the Schenectady area. Later, in 1946 he was appointed assist-
ant to manager of G.E.'s WGY and WRGB. In 1955 Welpott was
made manager of WRGB. the tv outlet. In taking over position of
stations manager for the WKY Television System. Wellpott fills
vacancy created by death of Hoyt Andres in middle of last month.

SPONSOR

18 may 1957

IoiJk

hen

■
a-

WG R -TV
SELLS

ABC AFFILIATE CHANNEL 2

Peters, Griffin, Woodward, Inc.

sponsor . 18 mu 1957

SPONSOR

Horatio Alger story

The first time we met Adam Young he impressed us as an
intense, hard-working young rep -alcsinan. That was in 1942.

Last week Adam Young, now President of Young Tele-
\ i-ion Corp, was one of eleven successful Americans selected
to receive the famous Horatio Alger awards. He was in good
company. Men like Gwilym A. Price, President and Board
Chairman of Westinghouse; Joyce C. Hall, President of Hall-
mark Greeting Card Company; John Ware, President of the
American Water Works, were among the recipients.

Adam Young opened his own firm ten years ago. As John
Blair, President of John Blair Company, put it: "The honor
that has come to Adam is a reflection on the prestige and im-
portance of the entire station representative business."

As Mr. Young received his plaque from General David
Sarnoff, himself a former Horatio Alger Award winner, he
probably reflected on the remarkable growth of the radio and
television representative business. Today, a station represen-
tative renders services that weren't heard of five years ago.
This is the American system at work and Adam Young, for
the past two years President of Station Representatives Asso-
ciation, is an exemplary figure in an essential facet of it.

Make ratings week secret

Pulse has taken an important step to minimize the artificial
hypoing which many stations do during "ratings week." It
has asked its station subscribers in markets where ratings are
done irregularly to report any special promotion activity,
warning that this will be noted on the rating report.

This helps. Stations now know that users of the ratings will
be reminded that the ratings may be inflated. But why not go
a big step further? The ratings week itself should be a well
kept secret. Then there won't be any chance to inflate. All the
rating services should work hand in hand to insure this im-
portant improvement in the validity of their reports, perhaps
agreeing to rotate ratings weeks.

THIS WE FIGHT FOR: The bigger network
radio builds, tJie more important it is to publish

m figures on spending by clients. If nets furnish

this data (as they must), they'll be rewarded by

^•1 more sales, as firms learn what rivals are doing.

lO-SECOND SPOTS

Radio results: In Worcester, Mass.,
the thief who robbed "Doc" Chauvin's
Boat House of four outboard motors
and two power lawn mower motors ad-
riiitted he first heard of "Doc's" estab-
lishment on The John Woods Show
over local station WTAG. Station's
boast: ■•Kindly Old John" will either
sell your merchandise or get rid of it
somehow.

Live longer: Merrill Langfitt, farm di-
rector for KMA, Shenandoah, Iowa,
lists in his "Monday Letter" the fol-
lowing good health rules of Satchel
Paige, veteran ballplayer. They might
well be adopted by Madison Avenue:

1. Avoid fried meats which angry
uj) the blood.

2. If your stomach disputes you, lie
down and pacify it with cool thoughts.

3. Keep your juices flowing by
jangling around gently as you move.

4. Go ver) light on the vices, such
as carrying on in society; the social
ramble ain't restful.

5. Avoid running at all times.

6. Don't never look back; some-
thing may be gaining on you.

Huh? The young secretary in a Madi-
son Avenue office was breezing through
sponsor-scope (11 May issue I, con-
fused the second and third paragraphs.
First paragraph mentioned SAG; sec-
ond. Exquisite Form Brassiere, Inc.
Puzzled, she asked her boss, "What
kind of brassiere is a SAG?"

Tough: AP reports that Warsaw. Po-
land, banned a new beverage called
Pola-Cola which was intended as com-
munism's answer to American soft
drinks. Well, there goes the chance for
some great commercial copy such as
"Have a Poke — it's refreshing."

Contented cows: KGXO. Dodge City,
Kan., has a farm program where Farm
Director Roddv Peeples talks to the
cows rather than to the farmers.
MOOOOoooooo.

On the line: Most inviting question-
naire to come along in a while is from
Claude Barrere. executive director of
RTFS, to its members. It begins:

1. Glad to belong. But all I can
promise to do is:

a. Pay my dues I Ma\ your breed
increase I [

b. \ttend some big luncheons—

c. \ltend some other luncheons [
(1. Buj a few Sweepstickets at

Christmas [

SPONSOR

18 may 1957

what do YOU buy

KV- ■ richest

Grade B

services. Your KATZ i

with the con ,ry abou 1

market and the LEADER in St I

KWK-TV!

KWK-TV has the best-knovw

St Louis Television 1 Gil Newson

Tom Dailey- offering top rat

the local touch for YOUR c

the top-rated film programs available I

SPOT campaign on KWK Ch.

you covered with this info!

OPERATION ID offers oul
availabilities on the LEADER in St Lou
KWK-TV Fifteen ID's per week betw<
and 5:00 p.m. for $41250' Five across the DOd-
10:00 a.m. pull a CPM homes of FORTY CENTS
Anytime is a good- time on daytime KWK Je\e\
Pick your times now. Check KATZ for availabil
in the KWK OPERATION ID.

By the way, the KWK-TV 5 & 10 PLAN off
40% discount on daytime buys Check K„

KWK-TV

has them all!

REPRESENTED NATIONALLY BY

THE KATZ AGENCY, INC.

the LEADER in St. Louis television

CJ>

Serving the
Great St. Louis Market

keep, covered

IN ST. LOUIS

Your Radio Spots on

KMBC-KFRM

'& ^/5/ Vown the Pike

The new 234-mile Kansas Turnpike — fast,
easy route to Kansas City — brings thou-
sands of new customers every day. They
listen to the KMBC-KFRM Radio Team on
the pike and in their homes.

To Sell the entire Kansas City Trade Art

Ever since the magnificent new $160,000,000 Kansas
Turnpike opened, smart radio advertisers have been selling
plus of new customers with KMBC-KFRM. These "pike"
customers are not "pikers" ! They come to Kansas City wil
pockets full of money to buy all sorts of things.
They come from far down the pike in the rich
trade area to the west and southwest.

The ability of KMBC-KFRM to give you your pick of
pike customers is no accident. A look at the map above
will show you why. Note how the broad coverage of
KMBC-KFRM matches the Kansas City Trade area.

And KMBC-KFRM assure you of high listenership —
with potent, personalized programming of Music, News, Spo
Major League Baseball, Farm Service and Women's Progra
It all adds up to your best radio buy in Missouri, with
KMBC king-sized listenership in the Kansas City area;
and KFRM (a bonus to KMBC advertisers)
beaming your sales story to the State of Kansas.

MORAL: Send your message down the
Kansas Turnpike via KMBC-KFRM and step-up
your sales in the Kansas City market.

For choice availabilities, call your colonel from
Peters, Griffin, Woodward, Inc.

: V Kansas City
KFRM fo* the State of Kansas

Basic ABC Affiliate

in the Heart of America

...ana in Television ■/■■dan *r\#

the Swing is to

DON DAVIS,
President

JOHN SCHILLING,
Executive Vice-Presideri
GEORGE HIGGINS,
V.P. and Sales Managel
DICK SMITH,
Manager, KMBC-KFRM f»
MORI GREINER,
Manager, KMBC-TV

[■»-

Peters Gri
Woodward

•

t\nl lAn.\

UMmaM

25 MAY 1 • 6
40« ■ copy • $10 ■ y«»

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

IN THE
NATION'S CAPITAL,

THIS IS
THE ONE TO
HCB BUILD ON !

NBC
RC WRC-TV

Wd of May, the city of Washington witnessed the laying of
ttne for WRC-TV's new $4 million plant, the first building
*' designed from the ground up for Color Television. It
>CMes the most complete, up-to-date radio facilities.
Wipolitan Washington and for the nation as a whole, the
mtands as a promise of bright and colorful things to come.

For advertisers to the Washington market, it represents a strong

connecting link between a successful past and a more brilliant future.

More than ever, you'll find that WRC-TV is the solid cornerstone for

SHOULD YOU
BUY BARTERED
TV TIME?

Clients .ii.- -pin ,,i

controversj .i- n
deals fin the marl
Here are proa and •
oj bartered time d<

Page 33

Walter Lowen
on radio-tv
manpower

Page 36

Has Pulse
found an all-
media yardstick?

Page 39

RADIO BASICS:
buys, audience,
trends, set data

Page 47

your advertising plans in Washington

soid by (nm) spot sales .vashington. d.

WRC-TV 4

One Stands Out In
Des Moines, Iowa

...and for more reasons than the spectacular
LIGHTED TOWER

RATINGS

AGAIN &
AGAIN!!

NEW A. R B. REPORT SHOWS

KRNT-TV WITH

OUT OF TOP

315 FIRSTS OUT OF 474
QUARTER - HOURS. NEWS
RATINGS UP TO 46 6

HUNT* TV

KATZ HAS THE FACTS ON
THIS COWLES OPERATION

SPONSOR • 2.1 MAY 1957

25 May 1957 • Vol. 11, \o. 21

S PO N S» O R

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

DIGEST OF ARTICLES

Should you buy bartered time?
33 Clients an- split on this controvers) as more deals glut the market.
Here are the pin- and cons of barter with the possible repercussions

Walter Lowen on ad manpower

36 \" expert in advertising personnel placement views the current Madison
Vvenue scene, finds salaries at a plateau, unemployment at a minimum

Found: an all-media yardstick

39 Pulse develop- what it terms advertising's first equitable measurement
of all media: determines comparable cost-per-1,000, ad memorability

Humor proves the perfect sleeper

42 Serta Mattress Co. of Pittsburgh u-ing zany commercials anil feature
film, went from 1-Jth to fifth place among 44 Serta assembly plants

Spot's first quarter

43 TvB dollar data for first quarter reveals spending hit record high of
$117 million. Meanwhile spot radio really zoomed, spending up 40.5%

Radio Basics/May

47 Debut of a regular monthly section which will highlight key facts
about radio — of interest to both spot radio and network advertisers

FEATURES

18 \gency Ad Libs
28 19th and Madison
60 Mr. Sponsor
55 New and Renew
68 News & Idea Wrap-Up

5 Newsmaker of the Week
88 Reps at Work
52 Sponsor Asks

84 Sponsor Hears
9 Sponsor-Scope
92 Sponsor Speaks
64 Spot Buys
92 Ten Second Spots
16 Timebuyers at Work
90 Tv and Radio Newsmakers
3 1 Washington Week
24 Women's Week

In Upcoming Issues

Who will make radio's first big nighttime buy?

\n analysis of tin- factor- which make a big nighttime' radio break-
gh inevitable, including costs, audience reach

Preview of network tv programing

p in \t issue, tin fall nighttime network t\ schedule with
i. mi cost estimates, cost comparisons with the seasons past

Editor and Publisher

Norman R. Glenn

Secretary-Treasurer

Elaine Couper Glenn

VP-Assistant Publisher

Bernard Piatt

General Manager

Arch L. Madsen

EDITORIAL DEPARTMENT

Executive Editor

Miles David

News Editor

Ben Bodec

Senior Editors

Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch

Assistant Editors

Joan W. Holland
Jack Lindrup
Betty Van Arsdel

Contributing Editors

Bob Foreman
Joe Csida

Art Editor

Phil Franznick

Production Editor

Erwin Ephron

ADVERTISING DEPARTMENT
VP— Advertising Director

Arnold Alpert

New York Manager

Charles W. Godwin

Western Manager

Edwin D. Cooper

Southern Manager

Herb Martin

Production Manager

Jean L. Engel

Advertising Staff

Jane E. Perry

George Becker

Ginger Dixon

Administrative Coordinator

Catherine Scott Rose

Administrative Staff

M. Therese McHugh

Circulation Department

Seymour Weber
Beryl Bynoe
Emily Cutillo

Accounting Department

Laura Oken
Laura Datre

Readers' Service

Betty Rosenfeld

Member of Business Publications
Audit of Circulations Inc.

SPONSOR PUBLICATIONS INC.

combined with TV. Executive, Editorial, Circu-
lation and Advertising Offices: 40 E. 49th St.
<49th & Madison) New York 17, N. Y. Tele-
phone: MUrray Hill 8-2772. Chicago Office:
161 E. Grand Ave. Phone: Superior 7-9863. Los
Angeles Office: 6087 Sunset Boulevard. Phone:
HOIIywood 4-8089. Printing Office: 3110 Elm
Ave., Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign $11. Sin-
gle copies 40c. Printed in U.S.A. Address all
correspondence to 40 E. 49th St., N. Y. 17,
N. Y. MUrray Hill 8-2772. Published weekly by
SPONSOR Publications Inc. Entered as 2nd class
matter on 29 January 1948 at the Baltimore
postoffice under the Act of 3 March 1879.

Sponsor Publications Inc.

LARGEST

OF ANY STATION IN IOWA

According to Nielsen

TV Leads in ALLCate

Reached Monthly, Nu

Weekly and Daily

AUDIENCE

OR ILLINOIS (outside Chicago)

overage Service, WOC-
bries: Number of Homes

nber Reached Weekly . . .
Daytime Circulation;

Nighttime Circul

dation.

WOC-TV COVERAGE DATA -

Population

Families

Retail Sales

Effective buying Income

Source

Number TV Homes
Source

1,568,500

484,800

11,926,588,000

$2,582,388,000

1956 Surve) of Buying Income

(Saks Management)

U 7,902

Ad\ crtiMnj; Research

Foundation

WOC-TV- Davenport, Iowa is part of Central Broadcasting Company which also owns and

The Quint-Cities Station
— Da\enport and Betten-
dorf in Iowa: Rock Is-
land. Moline and East
Molinc in Illinois.

operates WHO-TV and WHO- Radio«Des Moines

Mil* if

( ..I M I Palmer,

President

• < Sanders,

Res. Mtr
Mark Wodlinger,

Ko Sales Manager
PI I I K\ GRII I IN.
WOODWARD. INC
EXCLUSIVE
N \ l IONAL
REPRESENTATIVE

WBRE-TV Means

PERFECT PICTURE COMMUNICATION

to the people of 19 Counties in N.E. Pennsylvania

An apple or a lovely lady individually make a pretty picture . . .
together they communicate a message . . . and that message is
natural picture perfection which your clients products or services get
on WBRE-TV ... in full-color or black and white. And with
2,000,000 potential customers to see your message WBRE-TV is
the "one" station in Northeastern Pennsylvania that guarantees
coverage and eye appeal.

AN Jfcgg BASIC BUY : National Representative : The Headley-Reed Co.

Counties Covered: LUZERNE LACKAWANNA LYCOMING COLUMBIA

SCHULYKILL NORTHUMBERLAND MONROE PIKE WAYNE

WYOMING SULLIVAN SUSQUEHANNA BRADFORD UNION

LEHIGH SNYDER MONTOUR CARBON CLINTON

An interesting method ol communication was used in 1690 by
Amatons a French physician who conceived the idea of sig-
nalling with Hags and crossbars on poles and reading these
signs with the telescope. Unfortunately. Amatons did not have
the courage to push his theory and others profited by the
system he originated. Cumbersome adaptations of Amatons'
signal posts were used in this country during the Revolutionary
War. A barrel, a flag and a basket mounted on a pole were
used to convey a variety of messages by changing the position
of the articles.

TV Channel 28

WILKES-BARRE. PA.

he week

The news: Iftei toft-pedaling ii /<" two seasons, Pontiat

ii ill \liij> down ii cool S") million 01 >» on video l<> juisli i/\ 1958

model. Television will pln\ u ke) iolr in n crucial drive /" recast
Poniiac'i brand image foi n greatet appeal i<> younget tmerica and
to fight of) the encroachments "' both high- <mil low-price autos.

The newsmaker: Ernest K. Jones, 13-year-old president ol
MacManus, Jolm \ \dam-. Pontiac's anenc\ of lon» standing, cre-
ated a stir about a year and a half ago with his statement that i\ is
not a prime medium for moving hard goods. Tin- reaction rathei
surprised him particular l\ the trade press headlines, which tagged
dim with an anti-u label. This i- not true at all. Bays Jones, and
points to Pontiac's new plan- lor t\. which include nearlj S3 million
for half a dozen specials and the pro-football playoffs on the net-
work. \nr. June- maintain-, due- tin- represent a change in lii-
thinking. He'll still stand \<\ his
statement but wishes that people
rememher that the ke\ word in it
i- "prime." \lter all. he add-. t\
will -till account for no more than
of I'ontiae's ad budget dur-
ing the coining season.

Whatever the percentage, t\. I>\
Jones" own admission, will he em-
ployed as a spearhead in a cam-
paign of great importance to Pon-
tiac: To turn that car from a
family-type auto with an aura of
dependability into a brighter,
more youthful version. This face-lifting drive requires both impact
and speed — tv. Jones feels, fits the hill on both counts. "It can
change a brand personality faster than anv other medium."

This marketing strategy is not just an excuse to give copywriters
a zippy theme. Pontiac shares with other medium-price cars a
squeeze from both lower-price car- i whose fancy models are actuall)
in the medium-price category I and luxury makes (which owner- oi
low-price cars often leap to when taking a step up the social ladder'.

Jones will be constantly in touch with the marketing steps which
attempt to solve this dilemma. Though as president, he work- on all
accounts. Jones is especial!] close to Pontiac and was running the
account just before being made president in December L955. \- a
matter of fact, he started his career with Pontiac when he came to
work at MJ& \ 1 ( ) \ears ago as a "dog robber" (meaning one who
works in a lowly capacity I. He worked under the then MJ^ \ presi-
dent \Y. A. P. "Wap" John, but also learned plenty about the auto
business from the late James \dams and Theodore MacManus, both
of whom had more than a little to do with Cadillac, also a
MacManus, John & Adams account. ^

Ernest ./. Jones

SPONSOR

2i M\v L957

PRIMARY
MARKET

400,000 people in the
Ann Arbor area respond
primarily to local radio.
It's a huge market AND
NOT ADEQUATELY
COVERED BY OUTSIDE
STATIONS.

AREA

Includes Plymouth,
Ypsilanti, Livonia and
23 important industrial
communities in Michigan.

FIRSTinPULSE

Most recent Pulse
indicates WHRV's strong
superiority... 18 firsts
(half hours) out of 24.

1,000 watts abc 1600 kc

Major league baseball,
University of Mich, sports
Detroit Red Wing Hockey

6:00-9:00 A.M. Joe and Ralph,
famous in Mich, area

Write for special merchandising
plan or contact:

BOB DORE ASSOCIATES
National Representatives

the door ■'« altcay* optn . . .

* urn. m w«

A. J. McCULLOUGH, Advertising Manager ^ JIM EHAROSHE, Salesman -Route 9 |J ED BEHMKE, Salesman- Route

SPONSOR • 25 MAY 1957

'A very strong sales increase has
been t't'lt on the b1 rength of the
w\i\ show, it has made people
aware of our brand name."

From all quarters, reports keep coming in
on the sales effectiveness of wxix. Milwaukee.
Like these, for example, from the advertising
manager and salesmen of Cudahy Brothers
Co., Wisconsin meat packers. Butcher, baker,
candlestick maker... they all like the hefty
results they get with low-cost, top-grade...

>u NED • CHANNEL 19 IN MILWAUKEE
REPRESENTED BY I Its TELEVISION

WXIX

DICK MUELLER, Salesman -Route 10 I H. J. MARTIND ALE, Salesman -Route ] 1 JOHN' HUTT, Salesman- City

sponsor • 25 Am 1951

This one television station

delivers four standard

metropolitan area markets plus

• 917,320 TV sets

• 1,015,655 families

• 3V2 million people

• $3% billion retail sales

• $6% billion annual income

WGALTV

LANCASTER, PENNA.
NBC and CBS

STEINMAN STATION . Clair McCollough, Pres.

Representative:

he MEEKER Com

>w York
Angeles

Chicago
San Francisco

SPONSOR • 25 MAY 1957

iiott significant tv and railm

news of the week with interpretation

in depth for l>usy readers

SPONSOR-SCOPE

25 MAY

Cfvyrliht l»57
SPONSOR PUBLICATIONS INC.

Now that tv is pretty well on the rails for this fall, radio i« moving forw ar d an tin-
No. 1 attention-getter.

This week von could sense the excitement continuing to kindle around whs]
had been considered a humdrum — if not ramshackle medium.

Keener and more sensitive reps even were beginning to e\oI\c ■ kind of "moti-
vations" philosophy about radio and its comeback. Here i^ what the) told SPONSOR-
SCOPE:

Tn pinpointing a pitch to an advertising prospect, try to address yourself to ■
member of the older generation. He'll be your besl booster, because:

• lie came lip in the heyday of radio, and likes to be identified with it- glamour and
successes.

• He has an appreciation of what the medium ean do.

Somewhat curiouslv. though, the younger Fellows heretofore prone to pooh-pooh radio
is a buggv-whip curiosity are beginning to soften up. That may be due to:

• Ford's spectacular $5.5 million (gross) network buy.

• Radio's insistence that it has never lost hold on the public that it "s economical, and
that it "stays modern."

Finding attentive ears for radio's story may not be so hard as you mJghl guess
offhand. That's what Walter Lowen, retired personnel expert, implies in a talk with
SPONSOR (see page 36K

Lowen ridicules the much-quoted wheeze that advertising is a young man'« game. S
he : The average age of men in key spots is 55.

(Incidentally. Lowen also thinks that the clover on Madison Avenue is ahout as high
as it will get for a while — there's no acute manpower shortage, so salaries are topping
off.)

Henry Schachte. Lever Bros, ad v.p., is a firm disciple of the cult that says.

"When in radio use lots of it."

His comment after listening this week to a radio network pitch :
"We've never had a failure where we used frequency."

A partner in a major rep firm has accompanied his salesmen on their agency
rounds for two weeks to find out what services media people want most these d
His findings, as digested in an office memo this week:

1) A clean and clear availability sheet showing rates, programing, and rating.

2) A program sheet showing the availability of locally produced shows, with names
of personalities, description, etc.

3) A digest of the station's rate card attached to all forms of information.
Somewhat surprisinglv. few buyers wan' data abou' the station's market. Thev

figure most such material is dated: moreover, the agency's own research or marketing de-
partment has information of this type on file.

A film theatre operator in Lincoln, Neb., once more validates the old adage
that if you can't lick 'em. join 'em.

The local Varsity Theatre is buying spots on KOI.VTY- late movie show b> sell the
house's current attraction. Box office results after three weeks : excellent.

SPONSOR • 25 MAY 1957

SPONSOR-SCOPE continued . . .

You can work yourself into a fine state of schizophrenia over the air media
these days. Are the networks causing the spot people undue headaches? Who's doing what
t<> whom?

This week the cold, mathematical facts emerged:

• CBS and NBC radio continued pointing to the higgest first quarter in several
years.

• Meantime SRA reports a 40.5% zoom in gross spot sales — $48,829,000 for the first
quarter this year vs. $34,750,000 for 1956.

• And TvB boasted of a $116,935,000 initial three months vs. $100,209,000 the
year before.

(For details, plus ;i breakdown of tv spot, sponsor expenditures for 1957's first quarter,
see page 43.)

Madison Avenue agencies this week described Bob Eastman, ABC Radio Net-
work president, as behaving like a man with a well crystalized plan of action.

Among the things he's been telling them:

• ABC Radio means to establish a realistic, happy relationship with affiliates, mak-
ing sure that everybody gets a gratifying piece of the pie.

• ABC Radio will practice strict adherence to the rate card.

• All network programing will be pretested (live), evaluated in light of local pro-
graming needs, and checked for advertiser-agency impression before it goes on the air.

• ABC Radio conceives of its shows in terms of actual sales results — not just ratings.

A toprung Madison Avenue agency this week declined to accept a radio net-
work's unsolicited "bonus" on a three-months' buy.

The network was told: "Please bill us according to the ratecard. We want to avoid
the embarrassment of finding out later that one of our client's other agencies got
an even better 'bonus' than ours."

Problem: Catch a special audience; Catch it away from home; and catch it in the
act of consuming your product. Here's this week's answer:

The buy is a late Friday evening quarter hour on WRCA. New York, by Schaefer beer
through BBDO for a minimum of 13 weeks.

The target is boatsmen — whose weekend stores usually include both a portable radio
and a case of beer.

Program content: Weather and tide reports, and taped interviews with air person-
alities who likewise are weekend boatsmen.

Within six weeks, CBS Radio's nighttime and weekend sales plan, Impact, has
quadrupled its sponsored segments.

The scoreboard: On 15 March (when the plan w f ent into effect) 11 segments; 13-week
orders as of 1 June total 44 segments.

Matching NBC Radio's $200,000 order from Pabst, CBS Radio this week picked up a
weekly quarter-hour for Godfrev from American Home, effective 3 July.

This experience by a major agency may not be entirely typical, but it indicates that
few radio stations have their heart and soul in NCS#2.

The account involved in this instance is budgeted at around $2 million, with distribu-
tion in New England. New York. Pennsvlvania, and Maryland.

The client wanted to switch from newspapers to spot radio on a 52-week basis.

So the agencv asked reps for coverage information based on NCS#2.

Unanimous reply from reps: Sorry, we don't have it.

Now the agency is solving the problem by (1) taking the interference-free con-
tours of those stations within the product's marketing area and analyzing the
Pulse on all counties involved: (2) selecting its list by estimating which stations pro-
duce the largest audience in a given area at a given time.

10 SPONSOR • 25 MAY 1957

SPONSOR-SCOPE contamti

Ml< -IN len'l patting much heat on sponsors to telecMl their ihowi in <<>l<u

Whether a facilities rate rani for color will be baaed i-> wtill nndetermined. \t
present, the onlj extra charge is for use "f the color studio.

NBC TV- earlier efforts in impose a color quota foi lilm- controlled I' iIh- network
drew protests from agencies. (The additional e<>»t for color in .1 half-hoar film -li"\\ i- ^i'.. 1 "

Trends have a »nv of sneaking op in tvi Thus the trade sudden!; has discov-
ered thai next fall there will be almost as manj shows headed up bj vocalists as

westerns.

SPONSOR-SCOPK's recheck this week of paid programs set for fall indicates I I west*
eniS ami 10 programs fronted by singers.

The vocalist roster: Perry Como, Edrlie Fislicr. Dinah Shore, Patrice Munsel, Gisele

Mac -Ken/ie. I'atti Page. Pat Boone, Guy Mitchell, Frank Sinatra. Ernie Ford.

In terms of actual hours, it doesn't look an though film will clobber live pro-
graming too badly in the sponsored lineups of the three network- next Tail.

This week's count shows 20 1 /. hours of film and 26 hour- of live programing. I he
ratio: 51 film to 46 live.

Last fall the ratio in hours was S3 live vs. 47 film.

A sign that prospects for network tv program sales are thinning out: One of

the leading Hollywood producers offered his show on a guaranteed-eireulation basis.

The Madison Avenue agency approached by the producer told SPONSOR-SCOPE tin-
only reason it turned down the deal was that it couldn't use that particular property.

Sliderule prophets have dreamed up still another method for determining
which of two available shows is the right choice for a particular product.

As explained to SPONSOR-SCOPE this week, the formula work< this way:

Say the product is bought mainly by people under 50.

Program A gets a 30 rating, but 50T of the audience is over 50. Reduced to actual
"sales ■weight." that rating becomes a "potential market" of 15.

Program B has a 20 rating, but 80^ of of the viewers arc in age groups under 50.
Applving the "sales weight" principle, vour "potential market" rating hecome- 16.

That's slicing it prettv thin — but as one aaency tv executive put it. "Fife would be too
simple for the creative judgment were it not for the mathematician.

For sponsors curious about where their money goes when they buy an expensive live
sh»w. here's the cost breakdown for a typical musical hour priced at 8100.000:

Permanent star ($6,000) and guest stars

Choreography _ 3,000

Producing staff . H ^0

Writers and royalties l.i>00

Orchestra, chorus, arrangements • ' '

Studio production, cameras, wardrohe. etc. L8,

Talent agency controlling the star

AFTRA, social security, taxes -•'

Contingencies l.iOO

Network's share for creation, supervision, etc. . .000

Client agency's commission l.-t.OOO

TOTAL $100,000

SPONSOR

25 may 1957

SPONSOR-SCOPE continued

The tricky, animated lead-in for commercials seems to have lost much of its
bloom among advertisers.

In fact, a counter-trend toward more and more live-action film definitely is in
sight.

SPONSOR-SCOPE this week asked the 10 leading agencies about their use of live-action
vs. animated commercials in recent months, and the ratios averaged out to:

Live-action, 80%; animated commercials, 20%.

Moreover, the same check also indicates that commercial production is becoming well
stabilized, for cost estimates from producers now are amazingly close. One agency Teported
that recently in a bid for a $4,000 project three producers were only $10 to $20 apart.

The drop in the ratio of animated cartoons seems to indicate that cycles in commer-
cial popularity change with about the same rapidity as cycles in entertainment
programing.

The sad fortunes of animation— one agency commercial director told SPONSOR-SCOPE
— might be traced to a combination of ultra-stylism and imitation.

He put it this way:

UPA's high-style technique exploded a trend. Then some UPA employees went off on
their own and developed variations and abstractions of the UPA style. Eventually that can-
celed out the novelty and brought about a "phoney" tinge.

Bristol-Myers is cutting back its local feature film commitments end of next
month, dropping Philadelphia (but retaining New Orleans and Fort Worth).

B-M ad manager Don Frost's commentary to SPONSOR-SCOPE on the firm's sponsor-
ship of feature films:

"These campaigns have worked out very well for us. The ratings and results have
been good. Our withdrawal from Philadelphia is just a case of wanting to make a
change in markets where the pressure at the moment is not so great."

Frost added that plans for using feature films in other markets weren't firm right now.

J. B. Williams soon may be readying a campaign for its new version of Aqua-
Velva. The story behind this change could become a legend similar to the one about the
advice to Coca-Cola: "Bottle it!"

What happened at Williams was this: Somebody suggested changing the color of
the after-shave lotion from amber to blue — because blue is associated with coolness.

A field test was made in which "guinea pigs" were asked to apply the amber-colored
liquid to one cheek and the blue version to the other. Almost unanimously the blue lotion
was voted more cooling than the warm-hued one.

What is the immediate ambition of a timebuyer?

SPONSOR-SCOPE did a random check among 20 this week and found their dreamstuff
was to:

Get out of the details of timebuying as qxiickly as possible and become a mem-
ber of a product group.

This also has its rueful side: Before a timebuyer can move up, he or she has the tedious
task of breaking in a successor.

For other news coverage in this issue, see Newsmaker of the Week, page 5; New
and Renew, page 55; Spot Buys, page 64; News and Idea Wrap-Up, page 68; Washington
Week, page 81; SPONSOR Hears, page 84; and Tv and Radio Newsmakers, page 90.

12 sponsor • 25 may 1957

NETWORK
QUALITY

at the local level!

WIDE, WIDE TEXAS

The show — Wide, Wide World, the engineering and production
facility — KPRC-TV, the assignment — live camera covei
the 70-mile Houston ship channel from sea, air and land in a
20-minute period. A 48-nian KPRC-TV staff with supplemen-
tary personnel and equipment delivered coverage for the network,
using nine cameras located on a shrimp boat, helicopter, battle-
ship, moving truck and atop a grain elevator. The art of knowing
how in Houston belongs to KPRC-TV . . . the most potent
advertising force in the Houston market!

KPRC-TV

HOUSTON

CHANNEL 2

JACK HARRIS
Vice President and General Manager

JACK McGREW

EDWARD PETRY A CO

KPRC-TV

■

FIRST INEXPERIENCE WITH OVER 900 MAN-YEARS

The April National ARB, just out, shows: In daytime entertainmenl programs, N
Television now leads the second network in 15 out of 18 competitive quarter-hours.
In just one year, NBC Television's daytime entertainiiK 'nt audience ha- increased 1 8%.
This is the greatest one-year growth-story
in the entire history of television.

NBC TELEVISION

CASE HISTORY
-HOTELS ^fc^A §!£

Disneyland Hotel, adjoining world-famed
Disneyland Park, had two problems at the
start of 1957:

1. Guests had registered from 10 stale- and
foreign lands, but not enough of them were
from Southern California.

2. Superb convention faeilities weren't being
used sufficiently by clubs and businesses.

Edward L. Koblitz, President of The Ed-
wards Agency Inc., Los Angeles, aimed
squarely at both targets with a human-in-
terest radio news commentary late each after-
noon on KBIG.

"We Sought the Medium which would give
greatest coverage at most reasonable cost"
write- Koblitz. "We wanted to beam heavy
into Los Angeles and Orange Counties and
along the Coast from San Diego to Santa
Barbara. Happily, Sidelights in the News,
expertly created by your program director
Alan Lisser, has proved the magic answer
in attracting local clientele to this fine resort
hotel .

"To Sell Our Meeting Faeilities, we

stressed 'Make Your Convention a Family
Affair', devoting entire commercials to busi-
nesses who became our customers.

"Our Guest List today shows a record num-
ber of names from local communities, and
business usage has hit an all-time high •. . .
proof indeed that KBIG really registers
throughout all ihe Southland."

Ask your Weed man for other case histories
aplenty to help you evaluate Southern Cali-
fornia radio.

KBIG

The Coialma Station
10.000 Watts

740 "\£T

JOHN POOLE BROADCASTING CO.

6S40 Sunset Blvd.. Los Angeles 28, California
Telephone: Hollywood 3-320S

Nat. Rep. WEED and Company

It.

Timebuyers
at work

Edna S. Cathcart, J. \I. Mathes Inc., New York, timebuyer
for Canada Dry, thinks there's no room for complacency in time-
buying. "My 14 years as buyer for radio and television on all our
accounts,'' Edna says, "have given me much experience for which
I'm grateful. But I find that each day is a da) for learning. Ours is
an ever-changing business." She
points to the man) trends which
affect timebu) ing. "New station
management or program format
can change listening habits in a
few short months. Radio networks
are still developing new patterns.
And television's continued rapid
growth means day-to-day changes.
There are shifts in the public's
buying habits. Industries build and
expand giving new importance.
Research grows and develops.
There are new clients with new problems and old clients with new-
problems." The one thing that remains constant, she says, is the '"re-
sponsibility of spending the clients dollar wisely and profitably. This
means careful study of every phase of media in relation to the client's
product." Edna concludes, "A whisper that sales are up is enough
to keep me happily rolling up my sleeves to tackle each new day.

Elaine Whalen, Emil Mogul Co., New York, timebuyer for Revlon,
comments: "1 have seen a great deal of trade material written about
improving salesman-Luyer relations, but what is too often neglected
is buyers and salesman's area of responsibility, respectively. Too
many buyers expect the salesman to carry the burden for the buvet 9

individual accounts and that often-
times makes for hard feelings
between them. I'm amazed when
buvers complain that a salesman
is poor because he 'never improves
my spots.' To me. it's the buyer's
job to watch his clients spots and
initiate improvements and changes
where necessary. Carried to it s
logical extreme, one can assume
that if this were the salesman's
responsibility, it would then follow
that he should notify the buyer
that his station has dropped from second to fourth place in the
latest rating and that the buver should consider cancelling. How
long could such a helpful salesman hold his job? \a hat it l>nil~
down to is that the buyer must avoid the path of least resistance
and assume complete responsibility - keeping up with trends,
adopting a flexible buying attitude and upgrading schedule-.

SPONSOR

23 may 1957

WEAU-TV

Eclu Claire

in Wisconsin

With the advent of our new
1000 foot, maximum power
tower, WEAU-TV comes into
its own . . . delivering you a
market of more than a
quarter-million TV families.

DULUTH- SUPERIOR
Ol SPOON ER

WAUSAU

>L1/? ST. PAUL

),\W< EAU

x J$) ~ CLAIRE

v ^MXrochester

... L \

GREEN BAV

JtwL LA CROSSE

YOUR BONUS

COVERAGE: Twice the area
previously covered.

MARKET: 100,000 more viewing,
buying families

IMPACT: WEAU-TV's is a single-
station market assuring
you of saturation coverage.

sponsor • 2S MAY 195 ,

IN THE AGRICULTURAL HEART
OF THE PACIFIC NORTHWEST

Wenatchee, Wash.

SERVES 20,000
RADIO FARM HOMES

KPQ covers this diversified farm area
from every angle, with the most com-
plete farm news available. In fact, KPQ
is the only radio station in Central
Washington with a full-time farm news
editor.

MEET OUR

FARM NEWS

EDITOR

JACK JETT

A native of Wenotchee, with a back-
ground of orchard, wheat, and cattle,
ranch work; U of Wash. School of
Journalism; formerly full-time ag edi-
tor for Wenatchee World; has con-
tributed farm articles to AP, UP,
INS, Spokesman-Review, Seattle PI,
Seattle Times, and well-known farm
publications; member. Wash. State
Horticultural Assn., Cattlemen's Assn.,
Crop Improvement Assn., Wheat
Growers Assn., Nat'l Assn. Radio &
TV Farm Directors, American News-
paper Editors & Reporters Guild.

TWO FARM SHOWS DAILY:

5:25 AM to 7 AM
12:30 PM to 1 PM

by Bob Foreman

5000 WATTS

560 KC
(ABC-NBC Affiliate)

National Reps:

FORJOE & CO., INC.

Seattle & Portland Reps:

ART MOORE & ASSOCIATES

Wenatchee, Wash.
Apple Capital of the World

Agency ad libs

The importance of being different

'I here haw heen some pitln comments made
of late on the subject of advertising eop\ which
would be well worth the study of practitioners of
the business. Although these remarks pertain to
all media, there was much of substance for those
who major in television commercials in the
statements made by Whit Hobbs (BBDO) and
Roy Whittier (ex-Y&R) at the recent 4A's
session. These talks are available or will be soon and rather than
crib from them here, I shall devote my words today to a set of dicta
not available but equally substantial and on the same subject.

The gentleman who made the remarks is, I daresay, one of the
leading exponents of Personality-in-Advertising and has scores of
exhibits, in all media, to demonstrate that he does not set up criteria
for others that his company cannot meet in its own advertising. His
name is Martin Revson and almost any day of the week you can
see examples of what he means on your tv tube or in the class
magazines when he states that advertising must have a Personality -
Which-Sets-It-Apart, not merely from competitors' efforts but from
those of all advertisers. Call it That-Ofl-Beat-Look, a Distinction,
a Character-All-Its-Own.

The commercial must say "Me, me, me!"

You have only to look at Revlon advertising in print or broadcast
to see a good example of this. The "Revlon look"' is perhaps as readily
discernible an Advertising Personality as any in the entire business.
It is achieved neither by luck nor in haste but by dint of the hardest
kind of work in several agencies supervised every pica and foot
of the way by George Abrams. Bill Mandel and the other Revlon ad-
folks. Only complete devotion to this principle of Personality Adver-
tising and constant dissatisfaction with anything that is short of a
great ad makes it possible.

There are those who might read into my comments that it would
be a miserable lot to work for an advertiser who insists on Greatness-
per-ad and approves only what adheres to so personal a premise as
Personality. Let me dispel this idea at once. True if you (copy
writer, account man or product manager I are yourself content w ith
the less-than-great, your life on such an account would be frightening.
But if the business of developing outstanding advertising stimulates
you ... if you find the search for and creation of exciting cop\
and concepts a pleasure ... if you enjoy expending the effort neces-
sary to the making of ads that are not only lovely things to look at but
which at the same time, work and work fast I next day. for instance)
. . . well, M.R. and George are in your camp. This camp, however,
does not welcome the Eagle Scout, the dilettante, nor the 9 to 5
operator.

I've always been somewhat reluctant to effuse, as above, about
advertisers with whom I work since I'm afeered of being tagged an

i;;

SPONSOR

25 may 1957

KRON isTVfaSF

S&^7-^zasi£jcc& ccotcs aA£- so&d o-t<c /(gO/V-T^

S. F. CHRONICLE • NBC AFFILIATE . CHANNEL 4 • PETERS. GRI FFI N . WOODWARD

SPONSOR • 25 MAY 195'

"coverage"

KVOO-TV blankets north-
eastern Oklahoma with the
tops in network and local pro-
gramming. This coverage is
backed up by revealing market
research, merchandising and
promotion aids, and constant
attention to your account and
problems.

"wampum"

KVOO-TV blankets a Si-
billion market. Out of the top
90 key industrial markets,
Tulsa has the fastest dollar
value growth of any city in
the nation.* If you have some-
thing to sell, you can sell more
of it in northeastern Okla-
homa . . . over KVOO-TV.

•U. S. Census of Mfg., U. S. Dept. of
Commerce

NOW A

A wide selection of good spots in popu-
lar participating shows. I.D.'s, 20 sec,
and 1 minute spots in all classes. Check
up to the minute availabilities with
your nearest BLAIR-TV man.

KVi

channel

For current availabilities , — J
contact any office of BLAIR TV

fice of BLAIR -t\

Agency ad libs continued

apple-polisher. Furthermore, I hate fruit. In this case though, 1 II
run the risk since the points Martin makes seem to me to be so valid,
so pertinent and so important — yet so seldom recognized 1>\ the folks
who are doing our commercials and our print ads these da\s.

'"Take Marlboro cigarettes," said Martin. "They've got it. They've
built a personality for themselves and with all cigarette copy look-
ing so much alike — and so little that can he said about any brand,
it's all the more \ ital to find a way, a technique to set yourself off
from the mob. Ever) commercial, every ad must say — 'Me, me, me!'
and clearly show that it does.

You can tell a Breck ad at 50 paces

"Take Breck," he went on. "They've got it. You can tell a Breck
ad at 50 paces. It reeks of class and distinction and its own special
character. No wonder people buy the product!

"If you can't develop an Advertising Personality for your product,
you ought to fold up shop and quit. You just haven't got a chance
these days. Even the weight of dollars won't take the place of
advertising different-ness."

All of which is just a fraction of what he said and is expressed
in words far less colorful than he used. But you get the drift.

Thumb through your magazines or pay close attention to a full
night's fare of tv commercials and note how much of it echoes what
you just saw for another product, how it says the same thing in the
same manner. Note too how little you recall at the end of the evening
because so little of it had the distinction to be recalled. Then sit back
and think of how to create this Personality.

As Martin puts it. "All the agency research charts and all the
marketing experts in the world wont solve the problem. It takes a
guy or a gal with a pencil and an inspiration." ^

The "Revlon look" is perhaps as readily discernible an advertising person-
ality as any in the business. It is achieved by the hardest kind of ^<>rk

SPONSOR • 25 MAY 1957

9i$ tea$ue signal!

Who's or\ first in Cleveland radio?

From 6 AM to midnight
PULSE shows that
all stations trail WERE
87.5% of the time.

WERE leads in 63 of the
total 72 quarter hours, and is
on second for the other nine.
Nothing less.

Know a better place to
make u,our pitch than on

Cleveland's Sound
Listening/Selling Habit

RICHARP M. KLAUS

\. ice President 6

Qeneral Manager

Represented Nationally bu, Venard. Rintoul & McConnell. Inc.

SPONSOR

25 may 1957

Newsfilm tells the world,

A'< W8film is global not onlj

• '• ■■■ of news, l.nt also ii
distribution. There are subscriber
• around theworld. In I.
Denmark, Holland and Lux-
[n Au tralia and Japan,
h Hawaii and Alaska. In Canada,
Cuba, Mexico and Argentina.

for
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newscoverj a |,

complete. [1 a produi I BS
News, known the world ovi
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Newsfilm is the only
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I >ne major subscriber

to this service is [ndi -
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News Limited, the

network newsservice

for Great Britaii
commercial television
system. According to
Editor Geoffrey Cox of
itn: "Nt wsfilm lias been
of immense valui
We have been able to rely on
it with complete lidence
as the foundation of our foreign
cov. ..not only in the Unr

but throughout the r
theworld. Particularly. A

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Awordtotheworldl;
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home and abr
information from . . .

CBS TELEVISION
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"... the best film . * t'.,r nil stations"

BALTIMORE

when
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. 1 1 1 1 i 1 1 1 I ]

--.!

REPRESENTED BY

JOHN BLAIR AND CO.

ISews and views for women in
advertising and wives of admen

Women's week

Adwomen are defensive, according to ad employment expert
Walter Lowen. He's the father of Ruth Lowen, who took over his
job counseling business early this month las reported in Women's
Week 18 May; see also the story on Walter Lowen. page 36.

Why are women defensive'.'' Because, says Lowen, they tr\ too
hard in their advertising jobs. A man, once having achieved recog-
nition, will ride with his success. A woman keeps trying to prove
herself. She's tense, not relaxed, insecure. She's eternalK reaffirm-
ing to herself and to the world that she's a pro.

The biggest single factor in making women professionals in adver-
tising, says Lowen, was the emergency of the lady timebuyer. This
move was the first crack in the wall between clerical and executive.

Are you an eye-blinker? Well, every woman is. But the frequency
with which you blink your eyes, especiallv when \ ou're in a product-
stocked super market, is one of the over-the-cocktail and or dinner
table topics destined for any current entertaining in vour menage.
Even if you, your husband or your current amour aren't in adver-
tising, your guests will be chatting at a gossipy clip about Vance
Packard's Hidden Persuaders. His report I McKay. $4 I on "symbol
manipulation'' in motivational research comes up with ideas both
new and old — but always in a new- package. Over the next Bloody
Mary, Coke or gin and tonic y ou 11 find yourself immersed in Pack-
ard's answers to such provocative queries as "Why has the DeSoto
been very popular with middle-aged ladies?" (The answer is dis-
appointinglv un-Freudian : A DeSoto symbolizes conservatism and
responsibility, with a dash of money and pride. )

Women are devious — but another word is subtle. If they don't
get what thev want directlv. they'll do it indirectly — both in business
and in private.

Bea Johnson, who broadcasts a variety of women's shows from
KMBC and KMBC-TV. Kansas City, is attractive and chic— and
smart. She found herself in the happy position of selling cars, house-
hold furnishings and sundry other products to women in her tv
audience — but only one food product, the most logical type of
account for her to carry.

She called in the stations salesmen and invited them to dinner one
month from that meeting day. The gimmick : she'd serve them the
food made by her sponsors and alack-a-day. at this point she had
only one — a tapioca account. Because she's a good cook she
could, indeed, figure some way to prepare an eight-course meal from
tapioca. But she suggested thev might prefer something more sturdy.

The salesmen rustled — and brought in 12 participating food
advertisers before the dinner deadline. The meal included soup,
salad, relishes, steak and lobster, vegetables, beverages and two
different kinds of desserts — one of them a tapioca pudding:.

SPONSOR

25 may 1957

If there is a difference... it's WSM RADIO

50,000 WATTS, CLEAR CHANNEL, NASHVILLE • BLAIR REPRESENTED

sponsor • 25 may 1957

George !

It says here that day and night

more people

watch the other network !

That's right, Gracie.

It's not true.
More people watch
the shows on our
network.

That's right.

I like the X people
better.

Never mind what you
like. What counts is
that the sponsor likes
the Y people.
Are you sure you're
listening, Gracie?

Sure I'm listening.
I was just thinking
about Harry.
I suppose he likes the
Ypeople just because
they watch little
old Harry.

Let's get to the point.
Our network delivers
an average audience
that is 36% larger
during the day and
19% larger during
the night than the
other network.

What's right?

More people watc
them less— and
more people watc
our shows more.
You see, Gracie,
there are really tv
ways of looking a
television—

Oh George, you're
beginning to talk like
Madison Avenue,
and it's giving me a
terrible headache.

Why are you telling
me all this?

You wanted to kno
who is bigger, didr
you?

tm really, George,
/erybody knows
>me people squint.

It has nothing to do
with squinting.

One way of watching
television is to tune
in occasionally during
the course of a week
— maybe just for two
seconds, or for two
minutes, or perhaps
even a half hour.
Let's call this X-type
viewing.

Ml, who is bigger? We're both bigger.

I'd say they were a
pretty shifty bunch.

Never mind that. Just
pay attention.

The second way of
watching is to stay
tuned in during the
average minute of
the average program.
Let's call this Y-type
viewing. This kind of
audience is around
when you need them.

Bigger than what?

Bigger than any other
single advertising
medium in the whole
world.

You mean they even
watch Harry Von
Zell when he's selling
all that milk?

Exactly.

That's the difference
between X viewing
and Y viewing.
The X viewers may
or may not see
Harrj But the Y
viewers « tuaUy do
see him — in fact.
30,144,000 ever)
week. Get it?

But who's the bigger Gracie, you weren't
network? listening.

(What George didn't tell Gracie is that the other network's claim is based

on a year-old Nielsen station coverage studj showing .1 lead of •»> 4
But then. George was never one to haggle f~lT\Q Try TTWTC T f^NT r*>

over a fraction of a percentage point.) V^DO IXlLtV 1 >J 1 \J IN SBr

WE didn't say it
-HE SAID IT

". . . one of the largest mass-
buying groups in the area."

(L.A.)

". . . Spanish Speaking people
are tremendously loyal to their
own people, especially to the
Spanish Language commenta-
tors . . ."

". . . proved that the products
advertised on KWKW literally
snowed under the others."

tool

a very powerful selling

LEE CARRAU

In VHMc CONTACT

A Report to Management

WE SAY...

Well show you how
your clients' products
can "Snow Under" com-
petition

LET US KNOW-

• Type & Product

• Aim of Campaign
and we'll show you
what KWKW can do

CALlXUS!

L.A.— RYan 1-6744
S.F. — Broadcast Times Sales
Eastern Rep. —
National Time Sales

I 49th and
I Madison

Comedy commercials

I've noted with interest your story
"Should you get on radio's comedy
commercial bandwagon?" in the 18
May issue.

Thanks for including it in a descrip-
tion of our Pepperidge Farm bread
commercials. Perhaps \ ou'd be inter-
ested in some of the thinking which
goes behind our agency's main radio
commercials today.

We feel radio in the past was a liv-
ing room medium which got the com-
plete attention of its listeners. Today
the advertiser must compete for atten-
tion with simple yet interest-catching
devices. In the case of Pepperidge
Farm, this device is such rural-associ-
ated sound effects as the mooing of
cows and the buzzing of bees.
David B. McCall. associate copy chief,
Ogilvy, Benson & Mather, Inc., N. Y.

• SPONSOR has asked David M.I ..II for his

complete check-list on elements in the radio com-

mercial of 1957. This will appear in a future
issue.

How they started

We read with interest sponsor's run-
down of former NBC page boys who
are now industry executives.

We couldn't help but notice, how-
ever, that our good friend. Dick Foote.
who is now executive vice president
and general manager of Blair Televi-
sion Associates and who also served as
an NBC page boy, was omitted from
your list.

W. L. Woods, nat'l sales manager,
WCTV TV, Tallahassee, Fla.

WANN gets new rep

You omitted in Buyers Guide the fact

that Radio Station WANN. serving the

Baltimore, Annapolis-Eastern Shore of

Maryland. Washington. D. C. area

Negro market is now represented by

Walker.

M. H. Blum, president and
general manager, Annapolis
Broadcasting. Annapolis

Credit that first lo Biow

In last week's sponsor, Joe Csida de-

scrihes as trail-blazing the retention of

Frank Loesser's Frank Productions for
the purpose of writing original music
and lyrics for radio and tv commer-
cials.

Credit for the initial utilization of
the talents of song writers with Broad-
wa\ and Hollywood credits should go
to Milton Biow who in 1949 on the
writer's recommendation commissioned
Bing Crosby's favorite songwriter Har-
ry Revel to turn out music and lyrics
for Biow Agency radio and tv accounts.
Harold Kirk
executive producer,
Hermes Tv Productions,
New York

SPONSOR prime-time series
We wish to order 200 reprints of your
most recent article on spot buving.
"These clients aren't prime-time blind."

Part one of this excellent article
l "Don't be prime-time blind ' I has
proven invaluable to WXYZ Radio and
we thank you for it.

The industry can certainly use more
pieces of this kind, sponsor is to be
congratulated.

Robert Baldrica. assistant sales
manager, WXYZ Radio, Detroit

Please consider this our order for 100
reprints of your article "Don't be
prime-time blind" from the March
10th issue.

Charles T. De\ ois. v.p. and general
manager, WMPS, Memphis

• Reprints on this series are availahle. The
cost is 20c each for "Don't be prinic-tinic blind"
and Hie each for "These clients aren't prime-time
blind." Quantity prices are j \ ailable.

Still KGO sales mana;;-

Page 48 of sponsor Magazine's issue
of April 20 (Broadcast Industry Exec-
utives-Affiliations) incorrectly lists my
position with KGO-TV as changed
from Sales Manager to Sales.

For the records. I would appreciate
your changing your listing hack to
'"Dave Sacks — Sales Manager, KGO-
TV. San Francisco."

|)a\id ML Sacks, sales manager,
KGO-Tl . San Francisco

• SPONSOR regrets the inadvertent transp..-i-
lioii.

SPONSOR

25 may 1957

Rock
INZ-

M-r

.Pro

tec."©
TBS-;

WJAR-AM

AND

WJAR-TV 1

PIONEER STATIONS OF \

PROVIDENCE, R.I. i

are pleased to announce
the appointment of

Edward Petry & Co., Inc.

NEW YORK • CHICAGO • ATLANTA • DETROIT
LOS ANGELES • SAN FRANCISCO • ST. LOUIS

The Original Station Representative
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SPONSOR • 25 MV'l 1 '>•■>.

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starring CATHERINE
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LEW AYRES

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CALL OF
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RICHARD ARLEN «t

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INNER
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Adele Mara

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STREET OF
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) Ratings in ail
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(ESPIN& .
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REX ALLEN w#jj%

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Magazine ^' L

rates FRONTIER DOCTOR "No. 1
according to PULSE

HOLLYWOOD
TELEVISION
SERVICE, INC.

A SUBSIDIARY OF REPUBLIC PICTURES

HOME OFFICE: 4020 Carpenter Street.
North Hollywood, California POplar 3 8807

32 branches in the United States and
in Toronto, Canada, 277 Victoria

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24 CALL OF THE ROCKIES

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WHEN KANSAS CITY GOES SHOPPING . . .

It's a WHB world

FOOD - - -

More national food product advertising is placed on WHB than on all other local radio stations
combined. And locally, virtually all major food chains advertise consistently on WHB.

DRUGS . . .

National drug advertisers and local drug stores spend more money on WHB than
on all other local radio stations combined.

AUTOMOTIVE . . .

WHB carries schedules for every major national automobile advertiser. Local car dealers
buy m ore time on WHB than on all other local radio stations combined.

Every cigarette brand buying spot radio in Kansas City in 1956 bought WHB.

. . . and IT'S A WHB AUDIENCE . . .

Whether it be Metro Pulse, Nielsen, Trendex or Hooper —

whether it be Area Nielsen or Pulse — WHB is the dominant first among every important

audience-type. That statement embraces the housewife, her husband, their teenagers —

as well as the farm family. Every survey agrees. Whether it's audience

or advertising it's a WHB world! Talk to Blair or WHB GM George W. Armstrong .

WHB

10,000 watts on 710 kc. Kansas City, Missouri

WDGY WHB WQAM

Minneapolis-St. Paul Kansas City Miami

Represented by John Blair & Co.

TODD STORZ

President

=*Z,

KOWH

Omaha

WTIX

New Orleans

Represented by Adam Young Inc.

SPONSOR • 25 MAY 1957

SPON SO R

+- Barter time passes to client by indirect route

SHOULD YOU BUY BARTERED TIME?

Even Lever is considering move, but industry fears barter
will boomerang. Here are pros and eons you musl weigh

I I you haven't been offered a barter
deal for spot t\ time l>\ this week, the
chances arc good you will soon. The
amount of film product available for
barter, the number of film firm- using
barter in some form, the number of
stations who are interested, and the
number of advertisers at least consid-
ering a barter deal i- growing — but
fast.

These were some of the signs coming
to light this week i some corroborated
b) the companies involved, other-
skirted around or denied i :

• Vgain and again you hear of the
soap giant considering a 150,000 sum-

mer flyer into barter as an experiment.
I hi- i- the most significant develop-
ment in barter t>. date, for what a
blue chip tries others nun ! -■ quick t"
imitate. [he 9oap giant is most fre-
quent!) identified ,i- Level Bros, for
Pepsodenl I \ ia I < B) I he Levi i
sponse: neither a confirmation nor de-
nial that Pepsodenl - contem-
plating a barter test.

• Bai ter time alread} a< ■ ounts foi
an important portion I in -cine ■
L0093 ' of the spot t\ spending of the
foil,. win- clients: Charles \ntell. Pink
Ice. lint n Set. Hazel Bishop, Ster-
ling Drue, lilix k Drug. Internatimi.il

I atex 1 orporation and Ideal I

• Several

making "• 01 poi ati barter

slation: the)

it-rate time for their ow n 1
other advert is< 1 - \
mentioned are Dancer-Fil
pie. Ruthraufi S Ryan. Emil Mogul,

I he latt'-r has
quired film pi s of its own which

it will barter f"t time. 1

• Bartei - it

ing at the t<>p 1" veil.

it length with media
people in son >■ "i the topmost
who -taied thai while thej are opposed

SPONSOR

23 may 1957

Today brokers like Time Merchants, Inc.

take over bartered time from film syndicators and

then sell it in cut-rate packages to advertisers

to barter, others in the agenc) look on
its potential more favorably.

• \ new category of middle-man is
growing up. These might be called
"syndicators' reps." Their function: t<>
take the bartered time off the svndi-
cators' hands and in return for a per-
centage, sell it to advertisers. Time
Merchants. I nc. u itli a LO-man Staff, is
probabl) the biggest such operation.
Some other organizations do a similar
job as a sideline. Example: Paul Venze
Associates, Charles Antell's advertising
agencj in Baltimore.

Because of the number of barter-
time offers being made currently not
only in New York but in all major ad-
vertising centers, media departments of
some of the biggest tv agencies who
have not already done so will be re-
searching barter thoroughly. Inevita-
ble opinion among agencies and even
w ithin agencies will be sharply split.

These are some of the pros and cons
advertisers and agencies contemplating
barter time will have to consider:

1. The price is right. There's little
question but that some of the barter
time is available at anywhere between
25 and 50% of the card rate (net).
This is a factor of no minor conse-
quence since it enables the advertiser
to get far more mileage (in terms of
numbers of different announcements I
for his advertising dollar.

However, it is a mistake to assume

the cut price means multiplication of
advertising impressions per dollar.
The chances are a major advertiser
could buy far higher-rated announce-
ments on his own, paying card rate.

2. Barter makes spot tv possible for
Ion -budget or seasonal advertiser on a
year-round basis. The client whose to-
tal budget would be too small to bu)
the minimum frequency necessan to
have tv announcements pav out. can
now afford to try the medium. Also
the advertiser with an essentially sea-
sonal sales curve (like a toy manufac-
turer I can try to even out the seasonal
curve by experimenting with year-
round tv advertising at a low cost.

3. It's a cheap way to experiment
with a new advertising approach or a
new product. But it's not a fool-proof
or scientific way of experimenting
since the advertiser doesn't control a
bulk barter buy the way he does a nor-
mal spot tv schedule.

Then there are these out-and-out
negatives.

1. There's no cancellation clause in
barter contracts. The advertiser com-
mits a fixed sum of money from the
start and cant exit from the deal for
anywhere from a year upward. Thus
the client loses one of the biggest ad-
vantages of spot tv: flexibility.

If his competitor suddenly switches
media strategy or some other develop-
ment dictates a change in approach to

iiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiin

BARTER
ADVANTAGES

1. Low-price saturation is made

possible through barter. Client in effect
buys tonnage at 25 to 50% off net card
rate. It can double reach of ad dollar.

2. Small-budget advertiser can

afford to spread his coverage or extend
seasonal campaigns into year-'round ef-
forts. It can help him open new markets.

3. Newcomers to tv fan experi-
ment with new copy themes, various ad
approaches at low cost, yet effective
frequency to give them a yardstick.

BARTER
DISADVANTAGES

1. "Pig-in-a-poke" sale* approach
in most barter deals makes it hard for
agency or client to evaluate what he's
getting and whether the buy is worth it.

2. Lack of cancellation clause

sews client into long-term commitment
before he knows whether it's good for
him or not. He can't improve schedule.

3. Fixed pre-emptible basis of

most bulk barter buys doesn't give cli-
ent assurance of continuity of his effort,
makes it hard to merchandise to trade.

tv, he can't get out of his bulk com-
mitment.

2. The sponsor is buying a pig in a
poke. The barter-time peddlers can
rarely spell out which stations and
which times the bulk client will get for
a fixed cut-rate figure. The advertiser
has to give the barter-time merchant
wide latitude in making the time buy
for him: he pays in advance for bulk
tonnage that ma\ not fulfill his adver-
tising objectives.

Pretts typical of the barter-time
pitches currently making the rounds
is a 200-market presentation Paul
Venze made to a nationally advertised
detergent. SPONSOR read this presenta-
tion in the media department of an
agency close to the top in air media
billings under — literally — an oath not
to reveal the agenc\'s name. (It-
characteristic of barter-time deals that
the participants rarely want to ac-
knowledge being involved — even if no
deal has actually been made.)

The Paul Venze presentation was a
masterpiece of detailed information so
scientific and specific as to do credit to
the best work by a national rep. It con-
tained the cost of the announcements
in each market at card rate — and at
the barter rate: the estimated cumula-
tive rating: the estimated number of
viewers reached: the cost-per- 1,000. In
fact, only two details were left out of
the presentation: the call letters of the
stations and the times.

3. The time involved is generally
not as good as card-rate time. The
reasons are self-evident: The station
giving time in exchange for program-
ing can barter away only the time no-
body else bought.

4. Bartered time is generally on a
"fixed pre-emptible basis" meaning
that a full-rate advertiser can auto-
matically take possession of anv choice
adjacency occupied by the barter ad-
vertiser. However, a number of ad-
men whose companies use bartered
time found this a relatively negligible
drawback.

"It doesn't happen too often," savs
Mel Helitzer, advertising manager of
Ideal Toy Co.. which has been enabled
to expand its tv advertising around the
year instead of its customarv brief net-
work season as a result of cheap bulk
buying through Time Merchants, Inc.
"Most of the stations that were on. be-
cause they've acquired film program-
ing through barter, don't preempt us
because the\ "ve got time available for
more advertisers."

'.I

SPONSOR

25 may 1951

TIME MERCHANTS, INC.

Working oul oi it- president's lush Plaza Hotel suite, n\i- nen "syndii

10-man stafl including (1. to r.) Vbraham Kavadlo, comptroller; Joseph Lobel,

Dick Firestone, ass'l t<> pres. ; l>i'k Rosenblatt, pres.; Bob May,

5. You usually can't improve m«r
schedule after you've bought. Like a
fire sale, you cant make exchanges
once you've plunked down the cash.

But this is not true in ever) instance.
Ideal To) claims to have bad relative-
I) good choices of time periods as well
.i~ some latitude through it- Time Mer-
chants buy. Furthermore, Dick Rosen-
blatt, president of Time Men bants,
Inc.. told SPONSOR in an interview con-
ducted in liis lush Plaza Hotel suite
i he s planning to open new Madison
Vvenue offices b) fall when a building
on 59th Street is completed > :

"'We re in a position to tailor an ad-
vertiser's hulk schedule as an individ-
ual syndicator could not do. In fact,
in some cases we find out an adver-

tiser's need- firsl and then alert the
syndicators to the times the) should
request from stations."

Often, b) stitching together the bar-
ter schedules From several syndicators,
lime Merchants claims it can offei i
I atchquilt of time periods \ irtuall) • ul
t" the advertiser's size. Their most
pressing problem, however, is ucttin^

ARTICLE IN BRIEF

As barter spreads in rv. more clients
are being offered cut-rate bulk satu-
rations. Biggest client advantage is
low cost. Drawbacks include ( 1 hav-
ing to buy blind; 2 lack of cancella-
tion privilege; 3 no renewal clause;
4 low quality of stations and time.

the deals sewed up in tim<

advertise] and l!

time together at tin- righl moment.

\ 4<nh secondary
turn- wailable through ba

deals. \- the media exei utii •
of the top thrt
anal) sis of barrel "You'n
fourth station in a foi
the uhf in a \hf market "i th< station
in a tertiar) market."

Bui tin- - • -- I • .;. I

i ung stations h.i film

through at least partial barter d<
including the W ise and the

( roslej stations, and - NBI o&o's,

Bui on the whole, it stands !•• reason
that tin- top-rated station in a market.
' Please turn to

SPONSOR

25 may 1957

WALTER LOWEN ON AD MANPOWER

Tht* man who filled 100,000 tv, radio and advertising jobs takes look at
Madison Avenue today, sees salaries at plateau, no acute adman shortage

I his month, after 36 years in the
field of advertising personnel place-
ment, during which he found jobs for
more than 100.000 employees, Walter
A. Lowen himself starts a new job.

Lowen's job: recruitment consultant
to management. His first assignment:
replace two board chairmen — one in
the houseware manufacturing field, the
other in an advertising agency.

The Walter A. Lowen Placement
Agency which he has now left, and
which presently contains about 96 feet
of filing cabinet space crammed with
applications for advertising, radio and
tv positions, will be continued by his
daughter and former partner. Ruth.

What made Lowen. often called
U. S. placement expert No. 1, make
this move? "I've watched the man-
agement consultant organizations en-
tering the field of employment place-
ment." he told sponsor during a
session in his Park Avenue apartment.

"Unhampered by licensing, their
commissions mav run to 20 'r of an
annual salary whereas my employment
agency license restricted me to 5%.
So I gave up my license." He grinned
broadly, fingered some tulips in a vase
on the coffee table, and added. "Also
I 11 be able to spend more time in
Connecticut. That's where I grew these
tulips.' (Lowen has a six-acre farm
about four miles from Danburv. ) "You
see," he went on, "I'll only accept a
limited number of recruitment assign-
ments for kev men in those fields with
which I'm familiar."

Probably no one is more familiar
with the field of advertising than is
Lowen. Mild-mannered and sympa-
thetic, he has held the crying towel
for hundreds of admen who have sud-
denly had the rug pulled from under
them. He has helped them through
domestic troubles and assisted in the
rehabilitation of some who were drown-
ing in martinis.

One of the latter was the late, great

< o|i\ writer Howard Newton, creator of
"Mr. Coffee-Nerves." The first day he
reported to Pedlar & Rvan Agency on
Lowen's recommendation, he came
down with d.t.'s. Newton went to the
Coast to recuperate, pulled himself to-
gether, went into the agency business
in California. But he longed for New
York, and wrote Lowen who spoke to
Walter Weir at J. M. Mathes Agency.
Newton was hired, later became copy
chief, a position he held until Dancer-
Fitzgerald-Sample hired him at $45,-
000, once more at Lowen's recom-
mendation. While at D-F-S, Newton
himself opened an employment agency

for copywriters. "Howard was a very
charming and talented guy." Lowen
says.

"In this fast-paced advertising busi-
ness," says Lowen, who doesn't drink
or smoke because tobacco bites his
tongue and alcohol doesn't agree, "it's
easy to fall into the martinis-for-lunch
routine. But it's too competitive and
demanding a business to risk \our
health following it.'"

Across the desk from Lowen. at one
time or another since December 1920
when he and his wife started The
Vocational Bureau in a cramped and
dingy office at 42nd Street and Fifth

LOWEN'S TIPS FOR EMPLOYERS

An employer must create an atmosphere where million-
dollar ideas can grow. Many agency heads are now
interested in Motivational Research in connection with
consumers. They might well MR at home in under-
standing their employees. Any creative person is apt
to be temperamental, given to up-and-down moods.
It's part of the creative pattern. The smart employer
understands this and profits through living with it. JJ

Many employers are too specific in their require-
ments. They tend to "type-cast" job applicant;- on
past performances only. Yet a lot of personnel are
extremely versatile, have many strings to their bows.
If one of these has proved his ability in a single area
such as a food campaign, it does not mean that he
might not do just as well or better on automotives. M

SPONSOR

25 may 1957

Avenue, have sal man) of the t ■ • [ » men
in advertising. The) brought theii job
problems i" the Lowens. Sometimes
Lowen f < > u iK I them jobs, sometimes he
advised them to staj where the) were.
One jimim executive, benl on leaving
lii- agency, finally took Lowen's advice
to sta) put. When he did finall) leave
-tunc years later, he took f] million
with him.

The li-t el those whom Lowen has
steered into top-level agenc) or radio-h
jobs is legion. Vmong them are such
well known names as Myron kirk.
Kudner; Lewis Titterton, Compton;
Bob Foreman, BBDO; Bill Seth, Mac-
Manus, John \ Vdams; Herb Gunter,
red Bates; Garth Montgomery, K,\l :
to mention just a few. In a publica-
tion's listing of 100 "top" copywriters,
(>7 were Lowen "alumni."

Lowen, a Columbia graduate and
veteran of World War I. had his firsl
brush with Madison Vvenue as a cub
copywriter at Calkins & Holden in New
York. One of his co-workers was an
18-year old checking clerk Ed Ebel,
now vice president in charge ol adver-
tising foi General Foods. In the years
since, Lowen has seen the same

and ups-and-dOwns, During the earl)
30's, placement of advertising person-
nel fell to -in h a low thai I owen, his
h it'- and daughtei ate I <• dinners al
' i I v * • i 's ( afetei ia. \t no pei iod did he
lose faith in the Vvenue oi fail to lose
sight of opportunities thai always will
exisl foi those who have someth
to contribute.

How then dor- In- see the advertis-
ing field of toda) ?

• Salai n- h 1 1 i«li ha\ e mo\ ed
Bteadil) upward seemed to reai li a
temporar) plateau this year.

• Marketing offers great challei
and opportunities.

• Women in advertising still take
themselves too sei iousl) .

• Employers might well use Motiva-
tional Research within their own agen-
cies in dealing m ith personnel.

• I here is no acute shoi tage of
manpower in advertising. I nemploy-
men! i- at a minimum.

• Some wise agenc) head- are be
coming a little less arbitrar) about
age as a job requirement. Advertising
is not. as was believed foi awhile
strictl) a "young man- game."

Lowen. patentl) anxious to take off
n his Connecticut farm

nevertheless settled his husk) d

i '.n ( h.u let i haii and, h ith the
pain in i- developed in years of dealin
with people, answered sponsor's quea
■

"\\ hat about job hopping in the
■ | business .'" we asked. "\\ hen
should an employed adman think about
making a i hai

1 1 he - ' onsidei ing a i hat
Lowen said thoughtfully, "he must
considei foui things ■ I ■ I he new job
should have as nun h ■•! more set m it ■
than the present one (2l It must offei
more opportunit) foi advancement
It musl be in as happ) or happiei
n\ ironment. I I I It musl pa) more
mone) .

\\ e remai ked that the lattei
probabl) the biggt si i onsideration.

Lowen laughed. "* m the i onb -
it - the l.i-t < onsidei ation. I f the othei
' onsidei ation- don i prevail, n
h on I ii impensate.

"Bui i-n i it frequentl) hard '
out of your salar) bra< led '" we asked.

"1 1-." Lowen said. "People -
times get 'typed 1 as to income, jusl as
the) often are "t\ pe-< ast' in jobs.
i Main of I. owen'- phrases and analo-
gies are theal i i' .d Bint e theatre is his

LOWEN'S TIPS FOR EMPLOYEES

II .hi employee is considering a change in jobs, he
musl consider these lour tltitijz-: I 1 I The new job musl
have as much or more securit) than the present one.

(2) It musl offer more opportunit] for advancement

(3) It musl be in as bappj or happiei an environment.
i 1 t It musl paj mote money. The last i- certainbj
important, I ul remember thai il the other considi
lions (In not prevail, mone) alone won't compensate. JJ

If you are applying for a creative job, it
cially desirable thai you take an idea "r two along
with you. To take an idea ti» an interview . . . i- to
pla.e yourself in a preferred position foi a job. Uso,
rehearse before hand \vlmt you want to saj al tli«-
interview . . . even practice imaginary interviews
before your mirror, You'll be more al ease tl>i- way.yj

SPONSOR

25 may 1957

hobby.) Man) employers are too
fie In their job requirements. The)
tr) to pin-point Eor too specialized a
Their lack of imagination ham-
pers their getting the most for their

ne) that i-. the liest person. A lot

of employees have mam strings to
their bows, but because they have
proved their ability in onl) one area.
such as handling a food campaign,
the) ma) not be considered for an
automotive account."

"Speaking of - tv pe-easting.' " we put
in. "is there really a Madison \\enue
type?"

'I guess you could find some coun-
terparts of the admen depicted in
novels," Lowen said. "In fact. I've
had some agencies request a 'non-
Madison Avenue type.' But whether a
fellow wears a grey-flannel suit or
not seems to me unimportant. It's what
he can contribute creatively that
counts. Sometimes there's too much
emphasis on little things like that. One
agency missed getting one of the
reallv great creative tv men because
it objected to his wearing loafers. He
said, 'If they don't like my loafers, the
hell with 'em.' '

\\ hat does Lowen think of psycho-
logical tests in screening applicants?

"I'm sold on them to a certain de-
gree." he said. "To test a salesman for
resilience and other characteristics
needed in that field, such tests may be
fine. Yet as a personnel man, I feel
I've developed a sixth sense in picking
the right man for the right job, and
prefer it to tests. Some tests I think
are superficial. And in the case of

ARTICLE IN BRIEF

After 36 years of operating a place-
ment agency for advertising personnel,
Walter Lowen moves out to become a
recruitment consultant to management.
He sees Adland in a healthy state with
steady demand for personnel, a supply
of talent to fill, and salaries high.

such complex, creative types as radio-
l\ executives or copywriters, it's
dangerous to rely entirelv on a test."

It is this great, deep understanding
of employees that probabl) has enabled
Lowen to so efficiently serve emplovers.
"Too many employers mishandle crea-
tive people, then wonder why they
lose them. And having lost them, thev
then wonder how they manage to do
such a bang-up job for the next em-
plo) er.

"The well of creativity.' Lowen went
on. "must be nursed. An employer
must create an atmosphere where mil-
lion-dollar ideas can grow. Many
agency heads are now interested in
Motivational Research in connection
with consumers. They should also
apply it in their own shops. Any cre-
ative person is bound to be somewhat
temperamental, given to up-and-down
moods. It's part of the creative pattern.
The smart employer understands this,
learns to live with it because ideas
are the heart and soul of advertising."

Do good jobs often go begging for
long, Ave wanted to know.

"In the $25,000-and-up range, a job
may take months to fill,"' Lowen said.

In touch: Lowen'snew role as management On the go: Operating from his Park Avenue apart-
consultant keeps him close to ad job field ment, Lowen continues manhunts for top-echelon jobs

"Wouldn't it help it they raised the
age limits?" we asked.

"They're actually higher now than
the) used to he. Back in the "40"s the
word was that 'Advertising is a young
man's game.' Age 40 came pretty close
to the limit. But then many of the
older men proved their worth, and the
young men meanwhile got 10 years
older, so toda) the average age limit
for top echelon jobs is nearer 55.

"Fringe benefits which tend to pull
down age limits, aren't always needed
hv the older man. He may already
have his own annuities. There are a
number of specialists and consultants
drawing $250 a day who might be
gotten full-time for S25.000 a year if
emplovers take a more realistic ap-
proach to the age problem.

In the past few years, Lowen told
sponsor, there has been a marked
increase in placements of marketing
personnel at salaries up to $50,000.

As for tv and radio, these media
have helped raise the salaries of admen
to their present high plateau, which
Lowen assured us is in line with the
rise of income in other fields. "Time-
buying," he added, "has really given
the girls a break."

The mention of girls recalled a com-
ment bv Lowen in the book he
authored in 1941 with Lillian W atson
titled. "How to Get a Job and Win
Success in Advertising." I In 1954,
Lowen wrote another book — "How and
When to Change Your Job Success-
fully." It will be syndicated this fall
as a newspaper feature by the A ew
York Herald Tribune). The quote we
reminded Lowen about was: "One of
the greatest faults of women in ad-
vertising ... is that they take them-
selves too seriously." We asked if
this was as true today as in 1941?

"Yes, it is," Lowen replied. "" v
great many women try too hard. As
career women, they feel they must
prove themselves over and over again.
For some reason, successful women
feel less successful than successful
men."

Perhaps, we suggested, this is be-
cause of the salary differential.

Lowen admitted that, as a rule,
women are paid less for the same per-
formance than is a man. "But there
are more lady v.p.'s appearing on the
radio-tv scene," Lowen said. "And
some time ago, I placed a woman who
had a special knowledge of cosmetics
into a two-day a week position at
$25,000 a year." ^

SPONSOR

25 may 1957

Dr. Sydney Roslow, direct i The

Pulse, baa long looked i"i new ways to
measure media. Foi two years he's
worked on i formula t" give print and
air media the same < ommon denomina-
tor. \"» he feels he's found it.
This week he announced a new rat-
big system, .1 cost-per-1,000 homes
remembering ads in different media

FOUND:

A NEW ALL-MEDIA YARDSTICK

So says Pulse, which this week unveiled a hcm w;i\ to compare
print vs. radio and television based on advertising remembrance

I hi* week The Pulse's Syd Roslow

announced lie had found what media
buyers have always sought and main
concluded couldn't be found: a single
yardstick for print and broadcast
media.

\\ itli the announcement Roslow
dropped this bombshell:

When measured on his new yard-
stick, which is hased on cost per re-
membered impression, newspaper costs
were as much as 40 times higher than
radios and as much as 15 times higher
than television's. (While magazines
were not included in the study, the
method could he applicable to a maga-
zine's circulation in am given market I

Roslow unveiled his new single yard-
stick before some 200 agencj and ad-
vertise] executives lasl Wednesda) al .1
breakfast in New York. He'll es
it ln-foie other molders "t media opin-
ion in three more advertising centers
later this month: San Francisco, Los
Angeles and Chicago.

^ "ti can assume that e\ erj w here S] d
Roslow presents bis multi-media yard-
stick the first question will be thai old
perennial: "How can you mix apples
and oran.

How doe- Roslow's yardstick work.'
\nd win doe- lie think one i- needed
iii the fir-t place '

The "win" i- easier to grasp than

the how . Rostov ted sort-

ing media apples Iron
"I w - • fiit al newspapers ah

showing those big bars "I circulation
contrasted with the tin) ones of bn
1 asting."

He wondered win so mat ■
tisers, retailers in partii alar,
an "all <>r none" philosophy about the
broadi asl media. I i
that newspapers were doii tive

and efficient job of selling the •
sumer. But he likewise hail no doubts
that t\ and radio, in combination with
new - - 1 alone, could deliver the

kind of rr-ult<.
Then he got to the "how."

*Yor details on the problem <>t deve ttick, see sponj

"All-Media Evaluation Studs" which is a vital part ot the continuing anahsis oi media
by this publication. Studs later appeared as a book. Copies available at $4 each.

Baltimore survey shows tv and radio get
biggest remembrance tor client's media dollar

He knew, from the past experience
of media, what would not tend to give
equitable media comparisons.

• Print, being tangible, was more
measurable — and print people have
been prone to measure a newspaper or
magazine in terms of issues printed
and copies circulated. "The practice
developed," says Roslow, "of quoting
to advertisers the number of sheets of
paper printed, sold or delivered." But
this didn't answer how many people
actually picked up that newspaper and
read the advertiser's product copy.

• A newspaper's total circulation
has been variously compared with a
station's estimated total circulation
I "estimated" because of the intangible
character of the medium itself I or w ith
the rating of a quarter-hour program
period. Obviously, a program cannot
be equated to an entire newspaper.

A program segment is closer — more
comparable— to a single editorial fea-
ture of a newspaper - - maybe the
woman's column, or an editorial.
These still cannot be accurately com-
pared, says Roslow. because the com-
mercial is inside a radio or tv program
segment and attracts a "captive" type
of audience. On the other hand, the
newspaper advertisement runs adja-
cent to rather than within the editorial
feature. So you can find no accurate
measurement of numbers of persons
reached by the advertising copy.

• There's another — more statistical
— reason why ad notings (such as
Daniel Starch surveys) of printed ad-
vertisements are not comparable to
quarter-hour program ratings. Read-
ership surveys are confined to persons
who are known to read the paper; non-
readers are discarded. But. Roslow
says, broadcast ratings are based on
an all-home sample, including non-
listeners and non-viewers in the base.

Two years ago Pulse started to bring
these random elements of the measure-
ment picture into focus. Since then, in
eight markets, it has conducted print
and broadcast studies with similar
bases for stations in these markets.

Pul-e draws a representative house-
hold sample. Interviewers visit homes
in this sample, asking every member
of the family what they remember see-
ing in the newspaper or hearing on
radio or seeing on television. These

results — when projected — indicate the
number of households in the metro-
politan area reached by a specific ad-
vertisement or commercial. This is the
"rating" — applicable to print as well
as to tv and radio.

The profile looks like this:

In Salt Lake City, the average quar-
ter-hour rating of six radio stations is
3.4 l reaching 3.4% of all homes in the
metropolitan area), contrasted with
the average rating for advertisements
in the Salt Lake City Tribune, 3.4: and
the average for those in the Deseret
News. 3.7.

Compare these remembrance ratings
with the type of figures formerly used.

Daily newspaper circulation I morn-
ing and evening editions) in Rich-
mond, Va.. reaches into 95% of the
homes in the area. Daily radio totals
average about 48% ( for two stations) ;
tv. some 80% (three stations) .

But how many of these homes ever
noticed an advertiser's message? And
what did it cost?

To answer this final question, Pulse
started analyzing Baltimore as a test
market three months ago.

Here's what the company did, as
Roslow explains it.

"Our job was to attain commercial
remembrance ratings for (both news-
paper and broadcast ) advertising. A
tv station and a radio station were
monitored from 6 p.m. to midnight
( note radio, low in tunein during the
measured nighttime hours, was mini-

mized at the very start ) . The next
evening, viewers and listeners were
shown a list of commercials which had
been aired and asked to identif\ those
they remembered. Pulse used the re-
call system which is standard for tv
and radio ratings.

There were 2,000 homes in the total
sample: 500 each ^different homes)
for the tv station, the radio station,
the Baltimore News-Post and the Bal-
timore Sun. Each sample included
"non-viewers, non-listeners, non-read-
ers so the measurements have the same
meaning," says Roslow.

Some 20 interviewers in a two-week
period visited these sample homes no
longer than one dav after the newspa-
per or broadcast copy was released.

Despite the outcome — favorable to
tv and radio — the survey from the
start was bound to give every advan-
tage to newspapers on at least three
scores.

1. The measuring period for radio,
as pointed out above, was from 6 p.m.
to midnight. Daytime tunein is much
higher. Newspaper and television were
measured at a peak "audience" time,
radio, at the ebb.

2. Interviewers in talking with fam-
ilies in the two newspaper panels, ex-
hibited a sample copy of the paper,
flipping page by page to have the mem-
ber of the household point to anv re-
membered advertisement.

No such "prop" or reminder is
a\ailable in tv and radio I although
Pulse has done some experimentation
along these lines, introducing parts of
radio jingles and tv frames I . The tv
and radio sample homes were merely

Roslow points to depth findings

Pulse invents a new cost-per-
1.000 system. Interviewers visit
homes to ask each family member
what he remembers from previous
day's newspapers, radio and tv
-how ~. Remembrance factor is the
actual "reach" the rating. This
rating is converted to dollars: what
it costs in each medium to reach
1' , nt homes in a market. w ben
data are available on all major mar-
kets, buyers will have all-media
cost ratios as a new buying guide.

Illllllllllllllllilllll!!llll!!llllllllllllllllllllli:i!lll!!ll!lllllll!

SPONSOR

25 mai 195'

confronted with two 01 throe ke\
words from the commercials and
asked il the) remembered them.

3. Thuradaj warn -•■ l.-. ted aa the
reading and listening base and Thurs-
day i- the best-read week-da) foi an)
newspapei because of it- shopping
news .mil li«.i\\ food store advertising.
Papers have long since coincided theii
editorial Features and their advertising
with women's shopping habits. \n.l
most women * I « » most oi their house-
hold shopping on Thursday ,

Despite these balances toward the
pi i r 1 1 Bide of the si -;ilc>. i\ and radio
can. i- oul w iih some astounding figures.

Pulse worked up ratings and adapt-
ed them to tin- question : How much
does ii cosl an advertiser to reach I ' i
of the metropolitan area homes (based
on the U. S. ( lensus classification I ?

I he answers came from the Balti-
more survey, but Pulse think- they're
representative of the ratio- in almost
an) market, i See chart i

1 Omparing all three radio. t\ and

newspaper an advertiser would find
he is reaching 1', of the Baltimore
households at widel) varying cost ra-
ti"-. II you give newspaper the edge,
again, and take the lowest newspaper
cost (see chart) $223 and the high-
est iadio $13 and the highesl tele-
\i-ion $39- \ou find these ratio-:

lo reach exactl) the same number
oi households, an advertiser gets more
than 17 times a s much audience for
bis mone) in radio than in newspaper,
more than five times as much in tele-
vision than in newspaper. But the av-
erage newspaper cosl i> far higher.

Does this mean newspapers should
go out of business, that advertisers
ahould cancel?

I ertainl) not, says Roslow. He's
ju>t arguing for re-evaluation.

The "plain sense of these findings,"
■i- he told admen \\ ednesda) . "is nol
one ot criticism of printed advertising.
It i- to point out that when comparable
surement methods are employed
the broadcast media can stand up to
the print media. It suggests a re-ex-
amination and re-allocation of adver-
tising budgets ma) he in order."

"Newspapers have been effective,
and print advertising has sold goods.
But this has been built on small num-

- of persons seeing the ad and not
on large circulation numbers. In radio
and t\ the ratings are generall) larger.
I he coordination of the two media can
result in much greater numbers of per-
sons reached. Such a determination
can come from true measurement." ^

SPONSOR

2.i \m 1957

COST OF REACHING 1% OF
POPULATION, PRINTVS. AIR

The Baltimore Sun

Space size

Space cost

Cost for 1

Full pa

lie

►42

$223

..-t'nlM

350

i ,.i

hid

315

's-'r

r20

323

70-294 lines' 1

172

287

The Baltimore News-Post

Space size

Space cost

Cost for 1 °o

Full page

11,560

$339

'-lull

1,176

267

1 ,.!.,*

",: || |

452

l / 8 -V4*

294

490

70-294 lines

122

610

Time period

Tv Station

Time costs

Cost for 1

6-7 p.m. and
1 I p.m.-rnidnighl

$120

$17

7-8 p.m.

150

8-10:30 p.m.

27.")

10:30-1] p.m.

200

Radio Station

Time period

Time costs

>t for 1 °o

6-7 p.m.

122

$13

7 p.m-midnighl

* mid-point f 2 s eco nd umomicaneal

+ nne-niimite announcement Source: F'ul-e Btnch in iSaltimnrr-

MATTRES!

TV HUMOR PROVES
THE PERFECT SLEEPER

Off-beat tv sell boosts Serta Mattress of
Pittsburgh from 14th to fifth in Serta sales

I he macabre in mattress merchan-
dising lias pro\en a /am -iiccess for
the Serta Co. of Pittsburgh. Serta's
agency, Goldman and Shoop took the
late movie on KDKA-TV, built it into
"Sertada\ Nite." a show featuring
startling humor, a sprinkling of corn
and a staid announcer, Carl Ide, who
takes all in stride without even a smile.

Serta's commercials are often forci-
bly integrated into the movie theme.
The break in swash-buckling sea thrill-
er might see Ide and an expert swords-

man in a gripping duel — during which
a mattress is deftly sliced to reveal
its quality construction.

Unparalleled audience reaction t<>
these commercials in terms of both
sales and letters lead to a similar series
of spot announcements with Bob Trow
as announcer and fall guy.

Pittsburgh plant sales have soared
from 14th to fifth among all of Serta's
44 assembly plants — a result of being
the most discussed television sponsor
in that area. ^

"No lumps, no bumps, no humps, no buttons, no nuttin"' slogan i- investigated by Carl
Ide in Serta commercial. Thorough check of mattress requires binoculars, stethoscope

Funny commercials, drj and slapstick
are used. Personal endorsement sought by
Ide (above) i- tame in comparison to . . .

Sword-fight splits mattress for viewers

Bob Trow, sponsor-heckled announcer

Slapstick pie-in-the-face is a -tuple . .

Careful check of results shows amazing
audience response in letters and sales,
requests for schedule of the commercials

SPONSOR • 2.") M\Y 195^

Spot radio 1st quarter
1956

Spot television 1st quarter
1956

$34,750,000
1957

$100,209,000

1957

$48,827,000

'57 gain over '■">'> is 10.5%, as reported bj
Station Representatives Ktsn. Some stations
have increased liillin^- 1>\ .i- i h ,i- .iO%

$116,935,000

^|n.i tv's growth rati is 11.1 omputed b) Televis Bureau ol

tising. Bui actual dollai increase is 16 in below). Hulk

ol iej spenl on h -i">t is l"i announcei i- during ili<- nighttimi ;

SPOT'S FIRST QUARTER: RADIO UP 40.5
TV 11.6 OVER LAST QUARTER

Spot radio makes a huge gain despite its own records and network radio's

revival; tv, still outdoing print media growth, enters a slower cycle

1J /V r\ I ^\ m Spot radio hillings arc /oominu fai

above the dollar limits sel 1>\ the
mbsl blue-sk) of optimists.

January, Februarj and March the first quarter of hard
selling, fast-buying 1957 saw a peak billing of almost $49
million. The actual figures, from the Station Representa-
tives \--n.: $48,827,000 for this year contrasted with $34,-
750,000 during the same period in L956 a whopping in-
crease of 40.. V < (based on gross time sales).

\ in' . -plus nain in the spot radio medium at this stage of

the broadcasl game is nothing less than phenomenal. Bill-
ings have been so big that main observers anticipated a
slower rate of growth after what the\ saw as a leveling-off
point last \ear. Thev also noted the rising interest and
investment — by national and regional advertisers in network
radio.

Both network and spot people think a large -hare of net-
work monies is coming from spot radio budgets. i el the)
were obviousl) wrong. Network radio hasn't been making
so many sales for a decade — yel neither has spot

Larr\ Webb, managing director of SRA, comment- on
these new figures it has released. "\\ ithout an\ question,
the tremendous increase can he attributed to the heaw satu-
ration spot campaigns in the top major markets.

T™\A» Spol i\ i- -lill growing fastei than most othei
media even though the -pec ta< ular jump- of past
years seem to he shaking down into a more mature _io\sth
pattern. Spol i\ i- in a stead) climb rathei thin i
like spol ladio i-. It- high-water level for the first quarter
hil v l 1 7 million.

So says the television Bureau of Advertising, which re-
port- a billing increase ovei the firsl quarter in 1956 of
11.6%. This growth i- impressive, but n ual than

during -pot u - eai lier j ears.

The spol tv figures: -I 1''.'' 15,000 ilii- firsl quarter in '57
contra-icd with $100,209,000 foi the same '56 period.

The ll.ii', figure represents the rate of growth ol
dollar time investments on onl) _'">"> tv stations. MB I'
dent Norman < ash -a\- Y < . Rorabaugh, who computes the
-pot reports for the -roup, bad 267 stations in the base last
year, '>J1 tin- year. I" gel an ai tual . n, there-

fore. TvB used the 255 tv stations submitting their billing
figures during both years. Hie difference between the dol-
lar total- repoi ted for each year coi es to ;

\ TvB breakdown -how- f spot tv business was

placed in nighttime hour-: daytime; late

night W < of the business was placed for announcements;
21.1''.. participations; 19.9%, programs; 1 1 :•">' < . I.D.'s.

TURN PAGE FOR TOP lOO SPOT TV CLIENTS IN FIRST QUARTER ►

SPOT'S FIRST QUARTER continued

Top lOO spot tv advertisers for the first quarter of 1957

RANK

ADVERTISER

1ST QUARTER
1956

1ST QUARTER
1957

1.
2.
3.
4.

5.
6.

9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.

Procter \ • ramble
Brow ii \ \\ illiamson
Sterling Drug

Continental Baking

Carter Products _
Philip Morris
General Foods
Warner-Lambert
Colgate-Palmolive
National Biscuit
Miles Laboratories ._
International Latex ..
Liggett \ Myers _.
American Tobacco ..
Lever Bros.
Grove Laboratories ...

Ford

Coca-Cola

Pepsi Cola _

Kellogg

American Chicle

P. Lorillard _

Bulova

Esso Standard Oil

Robert Hall _

Corn Products Refining

Max Factor

Avon

Lipton

American Home Products
Food Manufacturers __
Harold E. Ritchie

Glamorene

\estle

Peter Paul

Adell Chemical

Beech-Xut Life Savers ....

Block Drug

Plough. Inc. _.

Helaine Seager

Charles Antell

Tea Council

Minute Maid ..
Texas Co. ..

Seven-Up

Shell Oil
Simmons _
R. J. Reynolds

J. A. Folger

Ballantine

$5,782,800
2,921,900
2,252,800

761,400
1,059,900
1,542,200
2,053,800

725,900
1.5! S3. 100
1,478,400
1,696,900

1.122,900

471.(10(1
(.50.700
985,100
054.800
373.700

1.780.000
224,300
229.500

1.228.400
531,500
869,100
425,900

174.100
212,800
313.800

642.000
264,200
542.400

724.700

262.700
751.200
310.500
725.200
847,300
1(13.800
839.100

368.400
324.600

187,800
531,300
146,700

$3,726,800

3,633,000

2,942,900

2,822,000

2,447,100

1,993,000

1,922,600

1,882,800

1,688,800

1,611,300

1,535,700

1,408,700

1,397,400

1,317,600

1,313,500

1,211,600

1,168,300

1,155,300

1,143,900

1,105,800

1,085,000

1,012,300

1,002,200

919,100

910,800

846,800

794,600

765,200

728,100

718,400

696,700

692,600

667,100

652,003

650,400

640,400

639,100

603,600

591,500

586,100

583,600

581,600

579,500

576,100

574,900

530,200

525,200

491,600

488,300

469,800

ADVERTISER

51.
52.
53.
54.
55.
56.
57.
58.
50.
00.
61.
62.
03.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
07.
98.
99.
100.

Ralston-Purina

Marathon Corp.

Reader's Digest .

Anheuser-Busch

Wesson Oil & Snow Drift

Florida Citrus

Standard Oil of Ind.

I nited Fruit ...

Heinz

Wriglej

RCA

Bristol-Mvers

Sunshine Biscuit

Ma\ belline

M. J. B. Co. ..

Sardeau

Robert Curley

Socony Mobil Oil ..
National Dair\

Clorox

Buitoni ...

Pillsbury Mills

Pabst .

Falstaff

E. F. Drew

Frontier Foods

Sinclair Refining
American Bakeries _._

Quaker Oats

L. S. Borax

Grocery Store Prods.
Pharmaceuticals

Drackett

Hills Bros. ..
Pfizer _

Standard Brands
Piel Bros.

Bon Ami

Best Foods -
\\ ildroot .

Carnation

Schaefer

Milner Products _

Petri W ine

Pacific Tel. & Tel. ...
YA aid Baking
Monarch Y\ ine ..
General Mills
Mars
Bun;ermeister

1ST QUARTER
1956

1ST QUARTER
1957

S 140.KMI

$ 464,200

437,100

378.900

428,600

325.KKI

425,200

346.000

422.800

698.500

421 000

230.2(Hi

412,800

412 000

327.300

403,100

107.300

400,200

344.000

399,300

384.800

387,700

203.100

386,900

382,800

116.5()(i

381,600

135.300

380,800

379,400

227.400

369,400

368,200

359,000

135.800

356,100

158,300

353,900

313.500

352,300

377.300

345,400

340,700

339,000

336,600

190.500

336,300

328,900

321,400

181.400

319,900

267.500

316,500

126.600

314,400

403.500

310,700

304,900

285.600

303,400

394.200

292,900

288,700

349.400

288,000

364.800

282,600

258,800

282,000

213.500

277,200

266,800

1 22.400

265,700

260,700

162.200

260,200

171,600

259,200

217.500

256,200

117.000

255,400

254,300

Regional Telephone Companies air lifted separately and are no longer combined un'l r American Tel .v I ■
Source: TvB quarterly estimate of spot tv expenditure (cross) supplied by N. 0. Korabaugh.

SPONSOR

25 may 1957

Spot tv spending by 31 industries during 1956 and first quarter 1957

pnHMIIIIIl iir :,■"::: iiiniiN!ii!i;'ir,' ■■■■■

Product category

Spending ultimate
lit quarter '56

Spending eitimatc
2nd quarter '56

Spending eitimate
3rd quarter '56

ling ettimale
■Mh quarter '56

ng cjlimatt
lit quarter 57

\m iculture

$311 >.

. .1 M n |

83H

$410,000

Me, beer & w ine

$8,323,000

50. ),

$8,514 000

Vmusements, entertainment

si.-.T.iMio

51 19.

1174 '

$119,000

Automotive

?:,,2ii().(H)o

5.V.50.OO0

|4s249,l

$2,293,000

Building material, fixtures, paints

S! !().-,.( HID

< 1.1 75.0(M)

1651

$450,000
$2,170,000
$7,234,000

Clothing & accessories

SI. 7)3,000

S2.22 1.D00

$1,861

Conltvtinns & soft drink-

S 1.073.000

>5.322.

< 1.020.000

96]

Consumer >er\ ices

82,952,000

$3,126,000

$2,494,000

$3,177,000
$10,660,000

$1,536,000

$12,981,000

$32,860,000

$190,000

Cosmetics & toiletries

$7,442,000

$9,5 H. 000

$8,950,000

Dental products

$4,253,000

-1.112.

52.7 12.oi hi

$1,765,

Drug products

$10,726,000

?f, U.J5.000

55.29.5.0OO

$9,537,000

Food & grocery products

>2::.ioi.

S2!!.3!J 1.000

521.775.

128,99

Garden supplies & equipment

-I SJ.000

S1JJ7. 1

s:,::.omi

$54,

Gasoline & lubricants

$3,123,000

$4,206,000

s.vio;:.(M)o

$4,793,000

$5,422,000

Hotels, resorts, restaurants

-i: :.ni hi

500.000

573.000

|70,!

$87,000

Household cleaner-, polishes, waxes

$1,579,000

52.3ol.ooo

v V >2.i ii M i

$2, 191,

S2, 808, 000
$1,472,000
$1,380,000

Household appliances

$1,505,000

$2,430,000

$1,446,000

S2.354.000

Household furnishings

>7(.;;.nito

-T.li.oon

N'l'KI.IMMI

SI. 182.'

Household laundry products

$4,747,000

$5,242,000

$3,284,000

- 1,013,000

$3,732,000

Household paper products

51.kkj.imio

5 1.502.000

$1,016,000

$1,703,1

$1,618,000

Household general

S075.000

5 1.002.000

$511,000

$497

$592,000
S30.000

Notions

SJIO.IIIMI

$98,000

-102.

$116,

Pet products

$986,000

SI. 174.000

$&19,000

$1,649,000

SI, 679, 000

Publications

5.5oJ.OOl)

il.".;.nnn

$484,000

$135

$553,000

Sporting goods, bicycle-. tov-

$98,000

5102.000

$79,000

$1,161

S115,000

Stationery, office equipment

573.0011

551.000

$131,000

$423 000

$10,331,000

S884,000

$1,249,000

I\. radio, phono., musical inst's

>(,LV< ion

$554,000

-:i;:.

Tobacco product- >\ supplies

$7,081,000

$7,371,000

>7.: -

- 115,000

Transportation & travel

-.(,..-,.( mo

5; ;•»:;.

.512., .....

batches, jewelry, cameras

$1,834,000

$1,982,000

$1.637.

$1,6] 1,1

Miscellaneous

11,040,000

$1,444,000 '

-;:;:].

- 1 ,218,1 M IM

SI, 835, 000

TOTAL

$100,209,000

$105,584,000

$83,863,000

$107,842,000

SI 16,935,000

SPONSOR

25 may 195'

1".

The BIG NEWS in Boston!

Radio Boston

fastest rising ra
station in Bosto

Boston Metropolitan
Area Pulse

• January-February 1957 .... Second Place

and Still Rising!

• November-December 1956 . . Second Place

• September-October 1955 Third Place

• July-August 1955 Fourth Place

• May-June 1955 Fifth Place

Keep your eye on these other Plough, Inc. Stations:

Radio Baltimore I Radio Chicago I Radio Memphis
WCAO WJJD WMPS

REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC.

SPONSOR • 25 MAY 1957

RADIO BASICS /may

Hiia is the firsl ol sponsor's new Radio Basics section, It
will appeal everj foui weeks and will complement and alt< rn iti
with l\ Basics, rhree sections make up Radio Basics. Hie
firsl i- .1 series ol four indices, giving material, updated ever)
I. 'in weeks foi the mosl part, on numbei ol homes, Btations,
Bets in homes and sets Bold <>i produced. The second sec-
tion covers -|>"i and will provide periodic indices of local
listening in various markets and research material of interest
to users "I spot. Hie third, or network, section will emphasize
web radio's clients but will also include other material of inter-
est I" network users. \ complete list of network radio clients
will appear as a supplement to Radio Basics in the next issue
and t lut ia I h i will be included as a regulai feature. Sugges-
tions from readers as i<> content and formal will be wel-
comed and used as basis for future additions and revisions,
rhe next Radio Basics will appear in the 22 June issue.

o dimensions ax- indexed
■ in tei ms of homes, Btations
in homes, sets sold , . . »cc below

, "-|">i basii - prov ides kx a]
'■ kel listening index, audiem e
composition facts . . . pogc 48

Net* oi k basi< - show - bu
, m the month, radio listening l>\

hoUl 9 and t < . j . -Ii'.u- . . . pogc 50

llllllllllllllll

1. RADIO'S DIMENSIONS TODAY

Radio homes index

1957

47.7
radio
homes

1956

47.0
radio
homes

49.5 48.7

U.S. homes U.S. homes

figures In mi

Radio station index

End of \|»ril 1957

Stations

CPs not

Applications

on lif

on air

on hand

in hearing

1 3049 1

154

112-

1 1

■ >

End

ol Ipril

l <>.><>

1 mi 1

118

101

1 1

1 :

Source:

Radio set index

Radio sales index

Set
location

Home

\nto

Public
places

1957

1956

81.1)1111.00(1
34,000,000

10,000,000*

82,000,000
12,000,000

10,000,000

128.00O.IIIIO

ilm.ooo.ooo

Total

BAB 1 January each year, estimates
■ king order. 'No new information.

Type

Home
\ hi ■ »

Total

March 1957 March 1956

730,584 7,649

597,532 519

1,328,116

First Quarter First Quarter
1957 1956

1,818,976
1,642,015

3,460,991

= Source KKTM \ II .-.■ retail «ale*. aum fi«u" -■ ja)e».

sponsor • 25 mat L957

2. SPOT RADIO BASICS

Spot listening
market index

Figures for the 10 markets
at right show homes using
radio I in and out of home i
during the March-April pe-
riod 1957. Data comes
from Pulse, covering listen-
ing during the average
quarter hour of each three-
hour day part. Spot Radio
Basics will periodically cov-
er different groups of mar-
kets with the same type of
break-downs as shown here

IIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIII

How local markets compare in listening levels by three-hour day parts

1 Market

6-9 a.m.

9 a.m.-N

N-3 p.m.

3-6 p.m.

6-9 p.m.

9 p.m.-M

Atlanta

25.4

27.3

26.4

26.9

21.3

14.5

1 Baltimore

23.3

25.4

25.2

26.7

19.3

16.5

I Boston

23.6

28.8

27.2

28.2

21.4

15.0

1 Chicago

27.3

31.4

29.8

29.6

21.3

14.2

1 Los Angeles

23.7

31.0

27.8

28.6

22.3

15.4

| Pittsburgh

22.1

27.7

26.5

28.5

20.6

14.3

I Portland. Ore.

28.5

30.8

28.9

29.9

22.7

16.4

Richmond

21.4

25.0

23.8

25.4

18.4

12.7

I San Francisco

26.6

30.8

25.4

28.4

22.3

17.7

! Washington, D.C.

25.5

29.2

26.9

28.4

22.7

15.1

ili;!illllllllllllllllllllllllllllllllllllllllll!lllllllllll!llllll!llllllll!l!llllllll

llllllillllllllliil

illllllll!!'

Does a station's cost-per-1,000 vary much during the day?

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuuiiiiiiiiiin

l— S 2.60

-$2.00

-$1.00

H0URI

Y COST

PER THl

USAND (

6 AM- 6

PM)

•

•
•
•

• — M ■

i ^— ■ ^

•
•

•

m a ■■■* ■

•

•
•
•
•
•
•

■•■••■•■

■

6-7 7-8 8-9 9-10 10-11

Illlllllllllilllllllllllllllllllllllllllllllllllllilllllllllll

The chart above shows the cost-per-1,000 homes reached
for four stations in a typical, medium-sized Midwest market
1>\ hours of the daj during the day. As the figures indicate,
there can be a considerable variation in cost-per-1,000. The
figures also show that earl\ morning and late afternoon

11 -N

N-l

1-2

2-3

3-4

4-5

5-6

milium

prime time are not always the best buy. though if the figures
were calculated in terms of cost-per-1.000 men reached the
picture would be different. Data is based on NCS #2 with
recent Pulse ratings projected via the SRA formula. The
chart and cost-per-1,000 were prepared by The Katz Agent •> .

i:;

SPONSOR •

25 MA'S 195*3

TIME

6-7 a.m.
7-8
8 9
9-10
10-11

11-N

N-l p.m.
1-2
2-3
3-4

4-5

5-6

6-7

7-8

8-9

9-10

10-11

11-M

\\ eekend

MEN

audience composition <»n the local level

WOMEN TEENS CHILDREN SETS IN USI

i::-.

L".

5.1

1 i

I 1 '

11.3

15.7

16.9

"._'

19.3

20.1

20.6

21.4

23.1

23.4

111

23.1

21.3

21.2

1 1

18.9

18.1

16.9

14.7

til

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

IIIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII

11.0

Winter audience
data in 8 markets

< ban .ii left, prepared l>\ John
Blah .hkI < ii.. pro\ idea .i four-waj
audien( e i omposition breakdow n,
baaed on Pulse data Ln the follow-
ing eight marketa: < bii ago, De«
ii'ni. Philadelphia, ( olumbus, Mi-
ami. Pittsburgh, Seattle, Dallas.
I igures show .i weighted a\ i i
■ n\ ii In. ih Saturdaj .mil Sunday .
Note the substantia] numbers ol
men who can be rea< bed during
the da) on weekends. Data >\\<>w n
includes Listeninc Ln automobiles

111 1 I IIIIIIIIIIIIIIIIIIIIIIIIIIIIi: liiiil '.:

Combination buys
on local level

taken From NSI special analysis
files, the data at righl give some
idea of tlic audience sizes an ad-
vertiser can accumulate with
combination Inns. The first har
is a morning strip combined with
an afternoon strip. The second is
a daytime strip combined with an
earK evening strip. Material is
not meant as a comparison of the
three different t\pes of purchases

Schedule

Homes
reached
per
month

Homes reached
per broadcast

Broadcasts received
per home reached

Two .">-;<-« k
-trip- on one

station ( 10

»ll(l»N )

26%

5.4

Two .")-.!-« k

•trips on two

stations | in
shows )

30%

5.3

"•put schedoJc
on »i\ sta-
tions ( ~2 .Ml-
nun in i in. ii l- i

23%

2.2

SPONSOR • 27> MAY 1957

3. NETWORK RADIO BASICS

(anient methods of bu\ i n«i network radio — the scattered program and announce-
ment bins and the in-and-out habits of clients — make it difficult for admen to keep
track of what's going on. The list below shows the important bins that were made
during the past month. It includes facts already printed in New and Renew
but with more detail. See the next issue for web radio's full client list

FABULOUS FORD BUY IS MONTH'S HIGHLIGHT

lllllllllllliiiliiilllllllliiilililiilliilllililliiillillillliillllllllli ABC nil minimi mm mum i miiiiiiiiiiiiiiii

Ball Bros.: Four segments of Breakfast Club were boughl
b\ the sponsor, starting 21 May. Business was placed by
Applegate Advertising \genc\. Muneie. for fruit jars, caps,
jell) glasses, jar rubbers.

d-Con Co.: Two segments a week of My True Story is
being sponsored by this division of Sterling Drug for in-
secticides. The campaign began 14 May.
Ceneral Foods: Nine new segments, bought for summer
airing, were added to GF's 14 segments already on ABC's
morning block. The nine, bought via Y&R for Jell-0 In-
stant Pudding, including three on Breakfast Club, two on
My True Story, two on When a Girl Marries and two on
Whispering Streets.

Texas Co.: The oil firm renewed its sponsorship of the
Saturday afternoon Metropolitan Opera broadcasts for 1957-
58, its IJJth consecutive season via C&W.

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiini! CBS iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

Chesebrough-Pond's: Five minutes of Sports Time, 7:00-
7:05 p.m. three times a week for 13 weeks was bought for
Valcream through Compton. Kickoff is 17 June.
Dixie Cup: A five-minute segment on Robert Q. Lewis'
show Saturday mornings will plug Dixie Cups in the home
for 26 weeks. Campaign began 18 May.
Ford: The biggest network buy in recent years was Ford's
four hours and 40 minutes weekly news-and-music package
on CBS for 52 weeks starting 2 September. Aimed at motor-
ists, the buy covers five minutes of news and five minutes of
Rosemary Clooney and Bing Crosby across-the-board on
weekdays during the period between 7:00-8:05 a.m. local
time: an Arthur Godfrey weekday strip from 5:05 to 5:30
p.m.; the Ed Murrow strip. 7:45-8:00 p.m.; six Clooney-
Crosby five-minute shows at 5:00 and 5:55 p.m. Saturday
and 12:55, 2:30, 4:30 and 5:55 p.m. Sunday. Agenc\ : JWT.
The cost: s 1.2 million after time discounts.
Gillette: Three horse races in May and June were bought
for all Gillette products via Maxon. The) included the
Kentucky Derby on 4 Ma\ . the Preakness on 18 May and
Belmont on 15 June.

Kendall Co.: Minor summertime injuries are the motive
behind the buy of a dozen 15-minute segments of Arthur
Godfrey's morning show for Curads and Curity first aid
products. Leo Burnett bought the 10:45-11:00 segment for
28 June and 30 August and the Thursday 10:30-10:45 seg-
ment for 10 weeks beginning 4 July.

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii NBC

American Dairy: NBC's run-of-schedule 20-10 Plan (10
one-minute and 10 30-second announcements during the
10:00 a.m. to 4:00 p.m. period I was bought b\ the client
for 13 weeks starting 3 June through Campbell-Mithun.
American Dairy is the second user of the 20-10 Plan.
California Packing: A $500,000 buy involving one-quarter
of News on the Hour for 20 weeks started 20 May. Empha-
sis will be on Del Monte's pineapple-grapefruit juice. The
bin. via McCann-Erickson. covers an average of 42 1 L > an-
nouncements per week, half minutes and half 30-seconds.
Columbia Pictures: A total of 33 minute announcements
for three weeks starting 21 June will plug Fire Down Below.
Programs bought into include Bandstand. People Are Funny
and Monitor. The agency is Donahue & Coe.
Ex Lax: Four announcements weekly have been added to
16 Ex Lax already has on NBC. The new buy. via Warwick
and Legler, involves one participation per week for 34
weeks in Great Gildersleeve, People Are Funny. One Mans
Family and Monitor.

Ceneral Foods: Campaigns for Jell-0 and Postum have
been placed. The Jell-0 drive is a reminder campaign with
60 six-second announcements per week for 10 Aveeks on
Bandstand and Truth or Consequences. Estimated cost to
GF is $120,000. Postum will be represented by one partici-
pation a day five da\s a week on Bandstand and Pepper
Young's Family for 26 weeks.

Ceneral Mills: Five one-minute and five 30-second an-
nouncements per weekend for 52 weeks were purchased in
the Fibber McGee and Bob and Ray segments of Monitor.
Campaign, via DFS, will start 1 June. Brand and brand
schedules had not been decided at presstime.
Mack Mfg.: Trucks will be advertised on Monitor with six
one-minute announcements per week for 10 weeks starting
28 June. Doyle, Kitchen & McCormick placed the business.
Plough Chemical: A 13-week campaign for St. Joseph's
aspirin will start on Monitor 1 June. The $110,000 buy
provides for 10 one-minute and 10 30-second plugs.
Sleep- Eze: \ 13-week summer drive will employ one par-
ticipation a week on People Are Funny and two a week on
One Man's Family. Agency is Milton Carlson. Los Angeles.
20th Century-Fox: \ two-weekend saturation drive on
Monitor will be used to plug Bemadine. Schedule provides
for 50 six-second announcements per weekend. Dates are
22 and 20 June.

SPONSOR

25 m\y 1957

I . §■ homea reached pet average minutes \>\ hours <>i da]

AFTERNOON

Radio's audience as "I Januarj 195*3 (Nielsen) is shown Werage minute audiences are onl) .1 fraction 01 radios
above. Figures atop bars represent millions of homes. total in-home audience (aboul 30 million homes per day)

Network radio in-home audiences: top shows and average

DAYTIME

EVENING

Weekday

Average for all programs

1 Ma Perking (2nd balf) Lipton M-F Wk 2

2 Ma Perkins (2nd half) Scott

Tue. & Wed. Wk 1

3 \. Godfrey 1 Isl half) 1 hun King

10:00 a.m. Tue. Wk 2

4 Young Dr. Malone (2nd half) Lever M-F

5 Ma Perkins I 1-t half) Lever M-F

6 House Partj Simoniz 3:15 p.m. Wed.

7 \. Godfrej l.n'l Min. S Chem.

10:15 a.m. Th. Wk _'

8 Helen Trent (2nd hafl) Scotl Mon. & Th.

9 Nora Drake (2nd half) Scott Tue. S Th.
10 House Partj Stale] 3:15 p.m. Tue,

HOMES
l OOO I

1,097
1,765

1,765

1,670
1,622
1,622
1,622

1,622
1,622
1,622
1,574

Average for all programs

1 rack !'>• run

2 Gunsmoke Sun. 6 10 p.m.

3 • >ur Miss ltr<"'k- '

4 < rur M i-- Brooks I •■rillanl

5 < runsmoke San. '>: k"> p.m.

6 Mitch Miller 8:10 p.m.

7 l< adi !in V wards

8 Mu b Miller 8:20 p.m.

9 50th Vnniversarj Musical
10 Sports Sun. B: 15 p.m.

HOMES

i OOO I

525

1,670

1,383

1,336

1,240

1,193

1,409

1,002

906

811

Sunday

Average for all programs

1 Woolworth Hour

2 Robert Troul

3 Johnnj Dollar Lorillard

Saturday

Average for all programs

1 Gunsmoke — 12:30 p.m.

2 Gunsmoke 12: (5 pan.

3 Sports 12:55 p.m.

429
1,193
1,145
1,002

620
1,574
1,479

1,288

Multi-weekly

Average for all programs

1 Lowell Thomas

2 News ol the World

3 i tai Man's I imil)

668
1,288
1 240
1.145

Program audience figures are hron Nielsen's first \pril
report covering the two week- ending 6 Vpril 1957. D
i» based on homes listening t" .1 program -i\ minutes
more, except for programs "t 15 minutes or less in which
case homes listening one minute >>r mere are included.

SPONSOR

25 m\v 1957

SPONSOR ASKS

What are your tips on how to hire tv and radio personnel m

Richard Bacharach, director, entertain-
merit division, Jules Z. Willing Organization,

New York
The entertainment industry has grown
to such huge proportions in recent
years (hat its traditional methods of
filling top executive spots is hopelessly
out-dated and inefficient It is the onlj
major American industry in which key
job* are filled 1>\ word-of-mouth, and
by planned "leaks" signifying that an

"adopt a
more effective
method"

important top-level change is in the
making.

Considering the enormous invest-
ment costs in television, motion pic-
tures, and the legitimate theatre, the
entertainment industry is being forced
by shrinking profit margins to adopt a
more effective method of finding the
right man for the important job.

American industry has long since
found that answer in the confidential
executive recruiting firm such as our
own. where the entire field is scouted,
sifted, and screened until a small hand-
ful of well-qualified men (whose
availability is a secret even to their
closest friends and associates ) consti-
tute the field from which the best can-
didate is finally chosen. This is the
method the entertainment industrj
must learn to use.

The top entertainment executive is
a very insecure person job-wise, sub-
ject to incredible tensions, and the
victim of a very high rate of job mor-
tality. He tries to keep plugged into
the grapevine, to learn what jobs are
available and what qualifications are
expected; but his information is usual-
ly hazy, inaccurate, and incomplete.
Even when he has a clear and correct

version of an inviting possibility, he is
not often in a position to make his
availabilit) or interest known, except
by dropping a casual hint at the right
luncheon table.

For his sake, too, the confidential
intermediary is essential — both for his
success and for his peace of mind.
The extent to which our work in per-
forming this intermediary function for
both the employer and employee has
captured the imagination of both, the
eagerness with which both have been
willing to talk to us confidentially
about what they are looking for. and
the startlingly effective results that we
have been able to obtain in a compara-
tively short period of time, all seem to
indicate that we are on the right track
in finding an effective way to get the
right top man and the right top job
together, to the enormous advantage of
both.

Roger Pryor, vice president of radio and
television, Foote, Cone & Belding, New York
As a first step in hiring a new broad-
cast boy, I believe it makes sense to de-
cide just how much youre going to be
able to pay him. Not how little, but
how much. Take a good look at your
budget before looking any place else,
and remember that unlike merchan-
dise, a "sale" on ability is rarely to be
found. With people, as with anything
else, you usually get what you pay for,
so make up your mind not to drive too
sharp a bargain. To be sure, you'd
like to get a little more than you pay
for and probably will if \ou have an
attractive job to offer, but don"t trv to
get something for nothing, for where
people are concerned it usuallv works
in reverse.

Having set your top figure, you'll
have little trouble narrowing the list
of applicants to those who fit reason-
ably into such a category. And with
this done, it seems to me that the one
who best answers the following ques-
tions will probably get the job:

1. In addition to television, does he
have an adequate radio background?

2. Assuming broad experience in
both media, were these years spent as
an agency representative, or was he
employed by a station or package pro-
ducer, or what?

3. Has he specialized in direction?
Production? Writing? Or is his back-
ground sufficiently comprehensive to
include all of these activities?

4. How many years of agencv ex-
perience has he had, and what is the
length of his tenure with each agency?

5. Is he sufficiently mature to be
"left alone"? Can his judgment be
depended upon? It seems to me that
this can't be over-emphasized.

6. Is he good at detail work? The
complexity of broadcast operations to-
day demands a "buttoned-up"" type of
lad.

7. Is he articulate and does he han-
dle himself well in groups?

8. Is his personal appearance satis-
factory? Remember, that just as a per-
son is known by the company he keeps,
so is the agency known by the com-
pany it hires.

9. Of course you will want to satisfy
yourself as to his sobriety, reliability ,

"don't try to
get something
for nothing"

etc., and if by now he shapes up pret-
t\ good, there's one really loaded ques-
tion you'll want to ask him: Is he will-
ing to burn the midnight oil at both
ends? Will he be perfectly delighted
to get stuck in a control room covering
a commercial in the Late Late Show
on Christmas Eve? Is his wife the
kind who'll laugh good naturedly when
he calls at 8:00 p.m. and says, "Dear, 1

SPONSOR

25 may 1957

know we've ""t eighl l"i dinner, 1ml
I'm -till at the studio, "> "ii see, the
clienl hasn'l ai i ived j et. II*- called .1
couple ol hours ago and said he'd be
.1 Few minutes late, etc., et< ., etc.'?

If he takes all these questions in his
sti ide, hire him brothei ! ! \ml. it \ ou
i .in linil anj others let me know '

Ruth E. Bachman, advert alist,

Bing-l ronin, \ eu ) ork
Mm . . . don l be sold . . ■ bo, know
w h.it you need. It's the alerl executive
who knows what's needed from the
simple definitive t<> the creative, illu-
sive requirements. I In ■ executive who
ju-i needs "someone' on bis Btaff, maj
v ell be sold a Mil "I goods l»\ a phon) .

"a phony is
sometimes a
good salesman"

\ phon) is sometimes a verj g I

salesman, he's verj interested in him-
self and tlic less he has to clutter his
mind with other knowledge, the better
In- can concentrate on and talk ahoul
how uimkI he is.

\\ hen you want to bu) time . . . you
shop. Spot? Participation? Showy
Local.'' Network? Owned & operated?
\\ hat will sell your product l>est? And
M you ask for an estimate. Just as
you bu) time to sell a product, you
l>u\ people who will produce. Produce
what? If you know exactl) what.
you're off to a good start. Otherwise,
get out your pencil and think with it.
on paper :

Functional job title: department of
the company; list of all duties to be
performed: other factors important to
the job — special education, special
skills or talents, kind of personality.

Too often, though, the harassed ex-
ecutive, pressed for time, oversimplifies
this step. He wants a man with the
same highly specialized experience —
but not one even minor fault of — the
newly departed employee. This lack of
imaginative appraisal leads quickl) to
inbred hiring which results in Btatic
-tailing. Estimate your need-, evaluate
your candidate and hire creatively !

Hire quality. That's m) tip. V given
individual with quality of intelligence
and personality plus certain demon-
strated talents and abilities does not
1 Please turn page 1

^ DONT BEE

There's only ONE Skowhegan . . .
. . . it's in MAINE
Moppets and mothers here, as
elsewhere, are devoted to
ROMPER ROOM on Channel Six

Quoting Marge Pressey, in hei weekl) Somerset Reporter column.
Diary of a Skowhegan Mothei ol Six:

"In iu\ opinion, one ol the verj besl programs on IV for
pre-school children these days is Romper Room on Channel 6
at '.»:.'!() a.m. Miss Connie, Rompei Rooms 'teacher', is such an
attractive person and has such a lovely personality, the children
just adore her."

What do Romper Room sponsors say?
MAINE SAVINGS BANK— "We have found Rompei Room
successful in soliciting new accounts among the youngei 1 tips

and their parents."

OAKHURST DAIRY — "A quality presentation combining child
development and entertainment values with unique sales-servia
appeal."

KIDDYLAND — "Romper Room is excellent as a vehicle ol !><>ih
educational influence and entertainment. It has brought many
new customers to us."

We sa\ : "Sec your nearest Weed TV man E01 summei avail

abilities."

WCSH-TV

PORTLAND,
MAINE

SPONsxi;

2i MAI lTi,

need highb -]t('(ial ized experience to

do a creative, productive job. I here
i- no such thing as a creative hack.

Joan Sinclaire, " packager and former
n manager for Lowen Placement 1m<'I" )
First, knou what you're looking for —
have very definite qualifications and
- pec i fie duties clearl) in mind and then
he flexible enough in your thinking
to recognize talent potential when il
walks in your door!

\\ ht'ii you interview a prospect, have
enough imagination and crealivit\ to
envision him in the job — evaluate his

a i c .perence along with his future
potential. Ask yourself if this is the
type of man or woman who will grow
with your organization or stand still
and stagnate?

One of the main troubles with some
employers is that the) change the
specifications for the job with each
applicant the) interview. For example,
thej call you up and ask for a top
radio t\ commercial writer with film
experience and then after they've seen
three top men who are ideally suited
for the position, according to the orig-
inal specifications, they do an about

face and decide the\ want a good gen-
eral copywriter with a knowledge of
print and timebuying. . . . How con-
fused can you be?

I nt i J an employer actually knows
what he wants and needs, he shouldn't
do any interviewing. I he pre-selection
service which a good personnel agency
offers is completely wasted when the
client doesn't know what he reallv

"level i< itli
him about
the job"

wants. Further, the employer wastes
his own time and energy as well as
that of the prospective employee whose
morale goes way down when he is told
he is completely wrong for the job
simply because the employer doesn't
know his own mind.

Above all — be sincere . . . and look
for sincerity in your employees. Sin-
cerity succeeds ver\ often where geni-
us and talent fail !

Be yourself! These are the key
words — the recipe for success in busi-
ness and professional life — in inter-
viewing — in helping you find out what
makes a man or woman tick. If you
want to find out what kind of an
employee you'll be getting for }our
money then "level with him — abouv
the job, its potential and his future if
he casts his lot with you.

Remember, that the average man
who is out of work, or interested in
making a change, is apt to be nervous
and ill at ease when he comes in for an
interview. By being yourself you can
make it easy for him to be himself,
therefore you find out more readib
about the man and his aptitudes and
abilities.

Avoid hiring a person who talks too
much about himself — let the record as
indicated on his resume and in his
portfolio and credits, speak for itself.
And remember thai humility and
teachableness are important qualities
in an employee.

Above all. avoid hiring a man who
won't listen when you talk. \n\one
who thinks he knows all the answers
before he starts working for \ou is a
dangerous character to have around!
He ma\ not end up getting your job —
but he ma\ just walk out and take
vour best account with him! ! ! t^

:»i

SPONSOR

25 mai L957

NEW AND RE

i.l\ listing "i 1 1,,,
in the advertising and broada

NEW ON RADIO NETWORKS

SPONSOR

Fflgidalri Dcv CM, O.iyton
I lira Oiv CM. Dayton

Ccncral Foods. White Plains NY

Ccncral Foods, White Pl.nnv NY

Ccncrjl Foods. White Plains. NY

Cencr.il Foods. White Plains. NY

Ccncral Foods. White Plains. NY

General Foods. White Plains. NY

Cenc.-al Foods. White Plains NY

Plough Inc. Memphis

Shulton. NY

20th Ccntu.-y Fox Film Corp. NY

Vcrnell's Butter Mints, Seattle

ACLNCY

Kudner NY
Kudncr, NY

Y&R NY

Y&R. NY
Y&R NY
Y&R. NY

Y&R. NY

Y&R, NY

Y&R NY

Y&R, NY

Y&R. NY

Lake-Spro-Shurman, Memphis NBC 158

Wesley. NY CBS 201

Charles Schlaifer. NY h BC 158

Ma tin & Tuttle. Seattle CBS 201

STATIONS

CBS

201

CBS

201

CBS

201

CBS

201

CBS

201

CBS

201

CBS

201

CBS

201

CBS

201

■vBC

151

NBC

151

PROGRAM, time, itort, duration

C.ilcn Dr.ikc Sj 10 05-10 50 im; 5 mm sen. 18. 25 May only
Robert Q Lewis. Sa II 05-12 n. 5 mm Mg; 18 25 May only
World New, Roundui; Su 9-9 15 am 5 mm s< K 12 May,

26 wks
Cunsmokc, Su 6:30-655 pm; 5 mm Mg; 12 May 26 wki
Cir Miss Books; Su 7 30-8 prr , 5 mm sc* 12 May 26 wks
'^mos n Andy Mjsic Hall M F 7 05-7 45 pm 5 mm v<*

13 May; 26 wks

Sa 1005-1050 am. 5 mm Mg; 18 May 26 wks
Robert Q. Lewis: 3a 11:05-12 n 5 mm u; 18 May 26 wks
Cunsmokc. Sa 12 30-1255 pm; 5 mm seg 18 May 26 wks
3 indsMnd M-F 10:30-12 n; 30 parties p> r wk I July 10 wks
Truth or Consequences: M-F 10 05-10:30 am; 30 parties per

wk 1 July: 10 wks
loniior; 29 parties per wkend; 25 May; 52 wks

thur Codfrcy Time. F 10 15-10:30 am. M |ur
Monitor; 50 parties per wkend: 22 June 2 wks
''obe.t Q Lewis; Sa 11 05-12 n; 5 mm scg ; 11 May 52 wks

BROADCAST INDUSTRY EXECUTIVES

NAME

Tom Boise
Charles W. Brunt
Stan Byrnes
C. Herbert Clarke

George R. Collisson
Byington F. Colvig
Robert V. Evans

Philip Fcldman
Armand Grant
Be.-nct C. Hammcl
Robert I Holt
Bill Karl

Helen Irene Koss
Robert G, McKec
Walter K. Neill
Bill Oldham
Barrie D. Richardson
C. S. Shulda

Hugh M. Simpson

Austen Smithers
Dale Stevens
Fred Urscl

Arthur Vigeland
Raymond W. Welpott
Alycc Wilson

FORMER AFFILIATION

KSFD. San Diego, mgr

WTOB. Winston-Salem, sis mgr

Pathc Pictucs. NY. sis mgr

NBC Tv Net. NY. stn sis rep-sis traffic dept

WKY-TV. Oklahoma City, sis

CBS Tv Spot Sales. Chi, dir sis promotion

Cbs Legal Dept. NY. senior atty

CBS Tv. Hy. dir bus.ness affairs
_WKIT. Garden City. LI. vp & gen mgr

Schwerin Research. NY. asst dir operations
.Fanchon & Marco, advtng mgr

KERC Eugene. Ore, sis

American Research Bureau. NY, exec sec

NBC Radio & Tv Nets. Chi, acct exec-midwest sis
.Dir own advtng & public relations agcy. LA
.Edward Petry. Chi radio acct exec
.Warner Bros. NY. publicity
_KERG. Eugene. Ore. local sis mgr

WALA-TV. Mobile, acct exec

Hcadlcy-Reed. NY. radio sis mgr

.CKSL. London Ontario, sis
.Ted Bates. NY. acct exc:
WRCB. Schenectady, s.'n mgr
.Free-lancing on r-tv commc.cials Fh.la

NEW AFFILIATION

John Blair, LA. acct exc:

Same, mgr

Tclcvis.on PoRrams of America, acct exec

Same, mgr stn sis

KTOK. Oklahoma City, sis mgr

Same, acct exec

CBS Tv. NY. asst gen atty chg talent, pro & facilities con-

iracls and righ"j
Same, vp & business mgr-talent & contract properties
ABC Tv NY exec producer-daytime programs
ABC Tv Net. NY. asst mgr research
Cross-K.-asne Hy dir advtng & promotion
Same, local sis mgr
Same, admin asst

ABC Chi acct exec tv sis — cent div
Television Programs of America. Detroit, acct
Same St Louis, sis mgr
CBS Radio. NY. p.css information
Same, natl sis mgr

Television Programs of America New Orleans acct ■ ■
Edward Petry. NY acct exec — radio div
E\e ett-McKmncy. Chi sis
Same, retail sis mgr
John Blair NY acct exec
WKY WKY TV Oklahoma City stn mgr
WALA-TV. Mobile, sis

ADVERTISING AGENCY PERSONNEL CHANGES

NAME

William A. Baumert
Edwin J. Benedict
James Benham
Carl Cannon

Douglass Coady

Arnold M. Combrinck-Craham
Jr.

George W. Davidson
Michael |. Donovan
Lawrence H. Douglas
James P. Dwyer

FORMER AFFILIATION

Frank Baumert Co. NY. partner
|. M. Mathes. NY. acct super
Young & Rubicam. NY acct exec
United Nations NY chg visitors services
Hotpomt. Chi. mk*ng specialist — tv div

Kenyon & Eckhardt. Chi acct exec
1 Walter Thompson. NY. mktng exec
Benton & Bowles. NY. asso media dir
Cotham Broadcasting. NY. acct exec
William Jenkins Advtng. Phi lj vp

NEW AFFILIATION

Paris & . n ci t NY acct exec
Ma.sctu k & Pratt. NY. acct exec
Ted 8a, cs. NY acct super

K ch. MicLeod & C-ove. NY public relations ace
- McCl.nton. Chi acct exec

Same, also vp

Compton. NY vp & acct super

Same, also vp

Thomas & Douglas NY vp

Cray & Rogers Phila. advtng staff

SPONSOR

2i \i u 1 ').-),

NEW AND RENEW

ADVERTISING AGENCY PERSONNEL CHANGES continued

NAME

Cay Gibson
Raymond F. Comber

Ccorgc Crabin

Robert A. Crant

Kent Johnson

Walter E. Koons

Shannon Patrick LaFontaine

FORMER AFFILIATION

.Doyle Dane Bernbach, NY, copywriter

Wcstinghouse Electric, Pitts, industrial advtng & sis promo-
tion mgr

Arthur Meyerhoff, Milwaukee, mgr

Crant Advtng Ltd, Tokyo, head

Lambert & Fcasley, NY, acct exec

Fuller & Smith & Ross, NY, acct exec

LaFontaine-Detroit Co, sis promotion

Marlcn Loehrkc
John F. McManus
Marion Meisenheimer
Robert 0. Memmel
Walter Henry Nelson
David A. Neuman
Louis |. Nicholaus
William D. Nietfield
Ted Pearson
Joseph Pendcrgast
Christopher A. Sante
C. Stuart Siebert, Jr.
Robert F. Stanton

Melcon Tashian _

Earl Timmons
Lawrence Weitzner
Robert E. Wiesner
Phillip Wolf

Foote, Cone & Belding, Chi, personnel dir

Zimmer. Keller & Calvert, Detroit, acct exec

Mathisson & Associates, Milwaukee

American Lace Paper, advtng & sis promotion mgr

American Petroleum Institute, editor & public relations

Emil Mogul, NY, acct exec

Kenyon & Eckhardt, Boston, acct exec

Crant Advtng, SF, acct exec _

.Brisacher Wheeler, SF, asst acct exec _

John T. Fosdick Associates, NY, vp

-Lcnnen & Newell. NY, dir research

Kenyon & Eckhardt, Chi, acct exec

Albert Frank-Cuenther Law, NY, acct exec

Foote, Cone & Belding, NY, art dir _

Erwin, Wasey, LA, asst research dir _

Emil Mogul, NY, asst production mgr
Lcnnen & Newell, NY, asst dir media research
MacManus. John & Adams. LA, producer tv commercials

NEW AFFILIATION

Same, head sis promotion dept

Compton Advtng, Milwaukee, vp & mgr

Same, vp

Robert Otto, NY, acct exec

Endorsements, Inc. NY, vp chg admin

Ketchum, MacLeod & Crove, NY, acct exec

MacManus, John & Adams, Bloomfield Hills, Mich, purchasing

& production mgr — sis aid section
Same, also vp

Marschalk & Pratt, NY, acct exec

Maercklein Advtng, Milwaukee, dir media & research
Maercklein Advtng, dir media & research
Reach, McClinton, NY, public relations mgr
Peck Advtng, NY, acct exec
Same, also vp

Jack Canady & Associates. San Diego, vp
Foote, Cone Cr Belding. SF. asst media dir
Paris & Peart, NY, mktng acct exec
Same, also senior vp
Same, also vp

Ketchum, MacLeod & Crove. NY, acct exec
Same, also vp

Stromberger, LaVerne, McKenzie, LA, research dir
Same, asst to exec vp — acct super
Atherton & Currier, NY, dir research
Mottl & Sittman. LA, r-tv dir

SPONSOR PERSONNEL CHANGES

NAME

Harry L. Ault

Andrew C. Britton
Thomas S. Carroll
Roger Creene

Lloyd A. Crobe

Clifford Kahler _
Walter N. McFadden
R. W. Moore, Sr.
Roy W. Moore, Jr. __
Roland F. Roche

FORMER AFFILIATION

Chrysler, dealer advtng mgr

.Philip Morris, Cen factories mgr — Richmond, Louisville

.Colgate-Palmolive, brand advtng mgr

.Philip Morris, dir advtng

Oldsmobile, business management mgr — LA zone

Pabst Sparkling Beverages, district mgr

Philip Morris, dir purchasing

Canada Dry, president _

Canada Dry, exec vp & gen mgr

P. Ballantine & Sons, media dir

NEW AFFILIATION

Same, advting mgr

Same, vp— manufacturing

Same, mktng mgr — household products div

Same, vp — advtng

Same, advtng mgr

Same, sis mgr

Same, vp — purchasing

.Same, chairman board & chief exec officer

.Same, president

Same, gen merch mgr

STATION CHANGES

CFCR-TV, Kamloops, British Columbia has joined CBS Tv Net

KABR, Aberdeen, SD, is now an affiliate of the Keystone Broadcasting
System

KAMQ, Amarillo, has appointed Vernard, Rintoul & McConnell natl rep
and Clarke Brown Associates as southern rep

KAOK, Lake Charles, La, has appointed Stars National natl rep

KAPA, Raymond. Wash, is now an affiliate of the Keystone Broadcasting
System

KBCH, Oceanlake, Ore, is now an affiliate of the Keystone Broadcasting
System

KBMO, Benson. Minn, is now an affiliate of the Keystone Broadcasting
System

KELP. KILT <tv), El Paso, have been purchased by Richard E. Jones,
Joseph Harris and Norman Alexander

KCEO-TV, Oklahoma City, has appointed Blair Tv Associates natl rep

KHAM, Albuquerque, is now an affiliate of the Keystone Broadcasting
System

KILT (tv), El Paso, has become KELP-TV

KLEN, Killeen, Texas, is now an affiliate of the Keystone Broadcasting
System

KOBY, SF, has appointed Edward Pctry natl rep and Forjoe as LA rep,
effective 1 June

KVHL, Homer, La, is now an affiliate of the Keystone Broadcasting
System

KWBC, Boone, Iowa, is now an affiliate of the Keystone Broadcasting
System

KWKW, LA, has appointed National Time Sales eastern & midwestern rep

KXLE. Ellensburg. Wash, is now an affiliate of the Keystone Broadcasting
System

WBOK, New Orleans, has appointed Stars National natl reps

WCEF, Parkersburg, W Va, is now an affiliate of the Keystone Broadcast-
ing System

WDON, Wheaton, Md, is now an affiliate of the Keystone Broadcasting
System

WHAV, Haverhill, Mass, has appointed Kettell-Carter New England rep

WIL, St. Louis, has joined ABC Radio Net

WLBR-TV, Lebanon, Pa, is now controlled by Triangle Publications

WLOK, Memphis, has appointed Stars National natl rep

WNYS. Salamanca, NY, is now an affiliate of the Keystone Broadcasting
System

WPCO, Mount Vernon, Ind. is now an affiliate of the Keystone Broad-
casting System

WPFA, Pensacola, Fla. is now an affiliate of the Keystone Broadcasting
System

WRFW, Eau Claire, Wise, is now an affiliate of the Keystone Broad-
casting System

WRKE. Roanoke. Va, is now an affiliate of the Keystone Broadcasting
System

WTIC-TV, Hartford, has appointed Harrington, Righter & Parsons natl rep

WXOK. Baton Rouge, has appointed Stars National natl rep

WWIN, Bait, will join ABC Radio Net. effective 1 June

WWL-TV, New Orleans, will become an affiliate of CBS Tv Net, effec-
tive 1 August

SPONSOR

25 may 1957

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product . . , how ton advertisers and agencies use and tesl
media . . . plus hundreds oi other media plana, suggestions,
((itiiiul.i- you can put tn profitable use.

2 TV Dictionary/Handbook

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The new edition contains 2200 definitions "t television terms
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TV Results 1956

Telei ision Ki-ics

Radio Basics

Film Basics

\\ here Does the Money Go?

Procter and Gamble Story

Advertising Agency in Transition

Tips on TV Commercials

The Top 50 Air Agencies

Lets Cut Spot's Paper Maze

Volume for Year 1956

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sponsor • 25 \m I""'.

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you look at it, service or enter-
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NBC-TV Affiliate

THE KATZ AGENCY

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■ . in; • : .

r. Sponsor

Richard E. Forbes: multi-million traffic cop

1 1) a declining car market, Chrysler has copped a bigger share of
the market this year than during any previous year. Neither Dick
Forbes, corporate advertising director, nor any other top-level
Chrysler executive will pin this success on advertising, let alone on
one medium.

"We've done a particularly progressive job of restyling, for in-
stance." Forbes told SPONSOR.

\oni-tht'lt'ss. ii - important to remembei thai Chrysler's advertis-
ing strategy has kept pace with the styling, in terms of promoting
"the forward look" on two major network tv vehicles: Shower of
Stars and Climax, CBS TV, both sponsored by the Chrysler Corp.
through McCann-Erickson.

On the corporate and divisional levels combined, Chrvsler is put-

troit commutin

es us more bullish on radio." says Chrysler's Forbes

ting some $18 million into the air media this year, and the bulk of
this spending is network tv. Together, the air media account for
more than 50', of Chrysler's over-all advertising expenditure.

In relation to last year, spot tv has been used to a lesser degree
than in 1956, whereas network tv is coming in for a bigger share.

"We're in a transitional period now. since we absorbed the co-op
expenditures into the factory budget in January."' Forbes told
SPONSOR. "But I"m sure that a media balance will be restored as the
local dealers begin using their local media more heavily. W e our-
selves have prettv much absorbed the existing media plans that had
been on a co-op basis and have maintained the same balance.

Forbes, whose department is responsible to the administrative v.p.
of Chrysler Corp., not onlv plans the advertising and sales promo-

SPONSOR

25 may 1957

high
time

The girl - di i break and take it.

Ml-, right in the middle of tin- day.
cially u hen Warner Bros, feal u
an n on te\e\ ision.

Fori cample: woaw v, San Antonio,
run, a Wan feature in the noon l :80

time period Monday through Frida
February \kb ratings showed a healthy L2.6
average for the program, against 3.5 and 1.0
for the two competing stations. And krca-tv,
Sacramento, ran Warner Bros, features three
weekday afternoon 10 i'.m., with a

February arb average of L3.5, against 2.2
and i)..") for the competition.

All of which proves that good programs
win viewers, daytime as well as nighttime.
For complete details about Warner Br
availabilities in your area, write or phone

CI.CI.Di

inc.

Distributors for II \

Productions < 'orp.
new York Ski Madison Am i Hill C

CHICAGO 76 E. Vfatkn Dr., DEarborn 2-iOiO
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LOS ANGELES 9110 Sunset Bird., CRcstriew 6-5886

Mr. Sponsor < on tinned

business is

BOOMING

in Greater Little Rock!

for instance:

v POPULATION

Up 25,000 in one year!

V RETAIL SALES

Up 6 1/2 millions!

^CONSUMER INCOME

Up 18 1/3 millions!

Reach this important mar-
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counties most effectively via

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Lowest cost per 1,000. Un-
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Cet the KVLC SUCCESS STORY today!
New York: Richard O'Connell, Inc.
Dallas: Clarke Brown Company
Chicago: Radio-TV Rep., Inc.
Los Angeles: Tracy Moore Cr Associates

lion ul the Chrysler Corp. on the corporate level, but also acts in a
consultant capacity to the various divisions.

"The (li\isi<iiis operate virtually autonomously in terms of adver-
tising and sales, except in such efforts that need coordinating,
Forbes sa\s. "For instance, we naturally lime the new car an-
nouncements in such a \\a\ that each division works in relation to
the others. Also, when there's a network t\ buy that no one divi-
sion can or wants to finance alone, we help them apportion the
shared time."

And, as is true in am organization that has a divisional (or
product manager I set-up. Forbes, as the corporate advertising
director, also acts as consultant on the choice of agencies. McCann-
Erickson is the agency for Chrysler Corp. The various divisions
work with Grant, BBDO and \. W. Ayer. Furthermore, a couple of
smaller agencies handle several industrial products.

"Thus, each division decides on its own commercial approach and
on its own media strategy," Forbes sa\s. "But a look at Chrysler's
tv properties, shows that most of the divisions are bullish on net-
work tv. We've found that am property which gives mass familj
exposure to a demonstration of our cars necessarilv is good for us."

Mass circulation is an underlving theme for most of Forbes's
media and advertising decisions. While he's conscious of the import-
ance of women in either selecting a particular new car or at least
exercising a veto power over their mens choice, he doesn't find it
economical to isolate women as an advertising target.

"For women use shot guns, not rifles," advises Forbes

"There's a limit to the specialized audience vou can aim for," he
says. "And actually for a car, there's no one buyer. Everyone we
reach is a potential customer, including teen-agers who 11 be buying
shortlv. Certainly in as expensive a medium as television, wed be
buying circulation at too high a cost if we tried to segment the
audience into the various individual groups we want to reach. Our
best bet is a maximum mixed adult audience.'

This search for maximum circulation at an efficient cost led
Forbes some time ago to study network radio as a major media buy.

"We feel it's a very attractive medium today," he told SPONSOR.
"Recently, when we won the Mobilgas Economy Run. we went on
Monitor and into some CBS Radio programing virtually overnight
for a few days of saturation. It turned out to be a successful and
effective buy. We were able to act on our decision almost overnight
and capitalize on the news value of our announcements through the
choice of adjacencies, our presentation of the message and the very
immediacy of network radio's programing appeal today, "l ou're
getting some of the same flexibility out of network radio today that
vou generally seek in the spot media.'

On his long daily drives from the Chrysler Highland Park offices
to his home in Birmingham. Mich.. Forbes has ample chance to
evaluate early-morning and late-night radio programing.

"I guess Detroit must be a center of out-of-home radio listening
judging from the tremendous traffic I run into every day and the
distances most of us cover between home and work," be told SPONSOR.

"I'llsay one thing — for me, the car trip's a pleasure, because it s the
one place where my choice of listening preference counts. Once I get
home, my wife and two kids take over, where tv's concerned." ^

SPONSOR

25 may 1957

FIRST NEW RADIO STATION
IN NEW YORK IN 14 YEARS

1330 KC-THE NEW SOUND FOR NEW YORK

with a hard-hitting new concept in programming — planned to
produce new sales for advertisers in the world's largest market

H. SCOTT KILLGORE, President & General Manager

A Tele-Broadcasters Station • 41 East 42nd St. • N. Y. 17. X. Y. • MUrray Hill 7-8436

KALI Pasadena, L. A. • WPOP Hartford, Conn. • KUDL Kansas City, Mo. • WKXV Knoxville, Tenn.

SPONSOR • 2.i MAY 1957

there's
something
special
about . . .

siajseopBOjqapj,

A*q pajuasaadajj

s)l«M 000'S — sapXooii>i oSf'T

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it's a

TELE-BROADCASTERS

station

TELE-BROADCASTERS, Inc.

41 East 42nd Street
New York 17, N. Y.
MUrray Hill Y-8436

H. Scott Killgore, President

Owners and Operators of

WPOW, New York, New York
KALI, Pasadena, Los Angeles, Calif.
KUOL, Kansas City, Missouri
WPOP, Hartford, Conn.
WKXV, Knoxville, Tennessee

National and regional spot buys
in work now or recently completed

SPOT BUYS

TV BUYS

Ideal Toy Corp., New York, is promoting its miniature Little Miss
Revlon doll in a tv campaign in 16 major cities. Advertising for
the doll is probably the largest that has ever been undertaken in
the toy industry outside of the Fall-Christmas season. Ideal will use
26 top-rated children's programs, most of which will show one-
minute film commercials featuring the doll and its 30 Little Miss
Revlon outfits. The original schedule started in April with tests in
New York and Detroit. Ideal used spots on Club 60, Ask the
Camera and Hopalong Cassidy, (WRCA-TV, New York) and
Mickey Mouse Club I WXYZ-TY. Detroit I. The success of the
campaign was the impetus behind Ideal's decision to go nationwide
on tv this time of year. Frequency: 3-5 announcements per week.
Buying is completed. Buver: Dorothv Hoey. Agency: Grev Adver-
tising. New York.

Tidewater Oil Co., Eastern div.. New York, is purchasing an-
nouncements in 21 markets in the Northeast, its area of distribution,
to promote its Flying-A gasolines. Six-week campaign will start 28
May. 20-second film announcement will be slotted during nighttime
segments. Average number of announcements per week in each
market will be eight. Buying is completed. Buyer : Mildred Ingvall.
Agency: Buchanan. New York.

Thomas J. Lipton, Inc., Hoboken, N. J., is going into 100 markets
to promote iced tea. Four-to-six-week schedule will begin in June.
Minute and 20-second film announcements will be placed during
nighttime hours for a mixed audience. The number of announce-
ments will vary from market to market. Buying is half completed.
Buver: Tom Comerford. Agency: Young & Rubicam, New York.

The National Brands, div. of Sterling Drug. New \ ork. is buying
in a number of markets to advertise its ZBT Baby powder. The 13-
week schedule starts 17 June. Station breaks and minutes on film
will be aired during daytime segments. Average number of an-
nouncements per week in each market will be three. Buying is com-
pleted. Buyer: Rose-Marie Vitanza. Agency: Carl S. Brown Co..
Inc.. New York.

RADIO BUYS

Armour & Co., Chicago, is going into a number of selected markets
in the Southeast and Southwest for its Cloverbloom margarine.
Short-term campaign will begin 10 June. Eight-second announce-
ments will be placed primariK during 8-10 a.m. to reach a house-
wive"s audience before shopping. Advertising is geared to special
price promotion. Buying is not completed. Buyer : Sol Isreal. Agen-
cy: N. W. A\er. New York.

Lehn & Fink, New York, is entering top markets to advertise its
Etiquet deodorants. Frequency for the fixe week schedule will range

SPONSOR

25 may 1957

WBAY GREEN BAY

in the land of. y#

HAYDN R. EVANS, Gen M<jr R ep WEED TELEVISION

SPONSOR • IS MAY 1957

YOU SELL

Louisville

When

You Use

John Fraim

Louisvillians rely on the "John Fraim
News" to keep them posted on the
local, national and international news
developments. His comprehensive news
coverage, plus his many feature stories,
make it not only interesting, but factual
and worth while hearing regularly. A
news service that succeeds in being all
things to all people does the reporting
job superlatively well. To Louisville
"the John Fraim News" is a MUST . . .
with comprehensive all day service
through five minute summaries and re-
ports in depth at 12 noon, 5:30 and
8:45 p.m. Monday through Friday.

Represented by
John Blair & Co.

WKLO

LOUISVILLE Tftr

Spot buys continued.

from LO-25 announcements per week in each market. Minute live
announcements will be slotted during daytime hours lor a women's
audience. Copy advertises the product at half-price. Buying is com-
pleted. Buyer: Ja\ Schoenfeld. Agency: McCann-Erickson, New

^.rk.

The National Brands, div. of Sterling Drug. New York, is entering
rural markets in the Southeast to advertise its antiseptic Campha-
Phenique. Schedule will begin in mid-June and run for 13 week-.
Minute live announcements will he purchased 7:30-9 a.m.. targeted
for a mixed audience. Average number of announcements per week
in each market will lie five. Buying has not started. Buyer: Bob
Hall. Agencv : Thompson-Koch. New York.

Schweppes (U.S.A.) Ltd., div. of Pepsi-Cola Co., New York, plans
a campaign in about 15 East Coast markets for its tonic. The 10 to
12-week campaign will start in mid-June. Minute and 20-second
e.t.'s will be slotted during late afternoon and evening hours, next
to news and sports shows wherever possible: objective is a male
audience. Average number of announcements per week in each mar-
ket will be 15. Buying is not completed. Buver: Frank Cianattasio.
Agencj : Ogilvv. Benson & Mather. Inc.. New 1 ork.

Procter & Gamble Co., Cincinnati, plans to test its new Ivor) de-
tergent in the Akron and Toledo markets, sponsor learns. It's be-
lieved minute announcements will be scheduled during earlv morning
and afternoon hours: frequencv per week will be about 25. I pon
completion of the schedule, other markets will probably be tested.
(Agency declined comment concerning anv aspect of the test, i Buy-
ers: Pete Fulton and Ethel W eider. Agency: Compton, New A ork.

RADIO AND TV BUYS

The Texas Oil Co., New York, is entering 20-25 mid-western
markets to advertise its new Supreme gasolene: product was intro-
duced to the far west in April campaign. The schedule is for four
weeks. On radio, minute and 20-second e.t. s will be placed 7-9 a.m.
and 4-7 p.m. dailv and all hours on weekends. Average number of
announcements per week in each market will be 00. On tv. minute
and 20-second films will be scheduled 7-11 p.m. Frequency per week
in each market will be 20. The advertising will sell the "tower of
power"' slogan. Buving is completed. Buyer: Jack Bray, \gency:
Cunningham & Walsh. New York.

Shell Oil Co., New York, is entering 20 markets for its new Super
Shell gasoline. Four-week t\ campaign consists of one week for I.D.
teaser advertising: three weeks for 20-second and minute product
announcements. Frequencv per week in each market will be 10 to 15
during prime evening hours. In radio, it consists of 20-second teas-
ers for the first week: minute product announcements for three
weeks. Average number of announcements per week in each market
will be 40 during earlv morning and late afternoon hours. Com-
mercials in t\ will be on film: in radio e.t. and live. Other markets
will be added throughout the summer. Buying in these markets is
completed. Buyers: Frank Marshall and Cordon Dewart. Agency:
J. Walter Thompson, New York.

SPONSOR

25 may 1957

BEST^SHOT
OF THE ^EAR

FfiCTS
5MCS

IN USE 20 JULY

AD OCKOUWt 2 OUUV

KILL TWO BIRDS
WITH ONE STONE

TOP AUDIENCE — On all
surveys. WREN is right up
there in all-day audience,
with sound hour-by-hour
ratings and a wider distribu-
tion of audience.

AREA COVERAGE — WREN
combines high ratings with
effective coverage of the To-
peka trading area .... yours
at competitive rates, too!

5,000 Watts Topeka, Kansas

Rep. by John E. Pearson Company

SALES BLOOM
IN THE RICH
TULSA
MARKET...

WHEN YOU USE

KRMG

50,000 WATTS 740 KC

ASK YOUR
BLAIR lOH
FOR THE
KRMG STORY

News and Idea
WRAP-UP

ADVERTISERS

Idea at work: the Alcoa-Macy tie-
in promoting "Live Light with
Aluminum — It's Summer."

I lie department store this week
started featuring aluminum products
in all of its six New York stores, a
special Alcoa exhibition hall and
aluminum in its decorations. The show
will last through July.

Alcoa, in turn did its commercials
for the Alcoa Hour (NBC TV) direct
from the department store, last Sunday.

Alcoa and Macy exhibit will get
further tv exposure on Home, The
Price Is Right, and Tonight (all on
NBC TV) and on Capt. Kangaroo
(CBS TV).

An unusual tv giveaway (roofs)
has brought the Bird Co. a whop-
ping response: over 100,000 re-
quests.

Bird, which sponsors a 15-minute
segment of the Garry Moore Show
I CBS TV), and its agency, Humphrey,
Alley & Richards, decided to offer free
roofs and installation to 10 of the
viewers who sent in their names and
addresses. Nothing else was required
— no rhyme, entry blank or etc. The
offer was made only twice (60 second
announcement each time i . Expected
response was set at 15.000 maximum.

After recovering from the deluge
of cards and letters, Bird is happily
adding the 100,000-plus names to its
roofing products prospect list.

Two advertisers taking their first
air media plunge are:

• Angostura-Wupperman with plans
to use network radio, details to be set,
will plug use of Angostura as a food
flavoring.

• Lejon Vermouth testing tv via
ID's in the Los Angeles area on four
stations. Lejon has been using maga-
zines and newspaper supplements up
to now .

Johnson (outboard) Motors has
this idea working to get retail

dealers to put more money into
radio advertising:

A 15-minute outdoor show, taped
weekly, is sent to interested stations.
First choice for sponsorship goes to
Johnson Motors dealers (who have
been briefed on the show already i,
but if the dealer turns thumbs down,
the station is free to approach other
advertisers as long as they don't han-
dle a product in direct competition
with Sea-Horse outboard motors.

New products: "Off", insect repel-
lent put out by the makers of John-
son's Wax. Off will he promoted on
tv via the Red Skelton Shou i CBS
TV I and Robert Montgomery Presents
(NBC TV I and on radio through
Monitor (NBC) plus various news-
casts on MBS. FCB is the agency . . .
"Charmers", a new Band-Aid prod-
uct designed for the younger set I teen
to tot I. Charmers come in various
colors, shapes I including heart-
shaped I . and patterns. They will be
highlighted on Johnson & Johnson's
Robin Hood show I CBS TV). Agency
is Y&R.

People in the news: Reorganization
of Purex Corp. s marketing division
puts Jock Northrup in as director
of market research and public rela-
tions and Leslie C. Bruce, Jr. as
director of advertising and promotion
. . . W. E. Boss has been named di-
rector of color television coordination
for RCA. . . . Emil Busching has
been appointed v. p. in charge of sales
for Dormin, Inc.. which uses tv spot
for its sleep-inducer. . . . Roger H.
Bolin has been appointed director of
advertising for Westinghouse Electric
Corp.. a newly created post. . . . Gro-
ver C. ('lark has been promoted to
merchandising manager of the associ-
ated tires and accessories division of
B. F. Goodrich and Robert O. How-
ard succeeds Clark as advertising and
sales promotion manager of the tires
and accessories division.
Sperry Rand's shaver commercials,
which ha\e Schick buzzing to the ex-

SPONSOR • 25 MAY 1957

ir.ii 1.1 .1 |S million dama ■<■ suit, \n ill
he temporarily withdrawn from tele-
xi-imi until a court hearing decides the
issue mi 27 May. , , . The idvertis-
in Center, year-round exhibition
hall l"i i hi • iinil- and media ol sd\ ei
rising, will open in New Vnk at 285
Madison \\ e. on 3 Jun<-.

AGENCIES

Dancer-Fitzgerald-Sample baa ere*
■ted an executive committee to ini-

liaic advise on. ami approve all
major plans, basic ail campaigns
and important recommendation
to clients.

Membership ol the committee will
be appointed annually bj the board
■ 'I directors. Sen ing mi tin- initial
committee arc these vice presidents
Chester I. Birch, Lyndon 0. Brown,
Sidnej J. Hamilton, Gordon H. John-
Bon, Fred I. Leighty, and George (i.
Tormej .

relevision was credited with ex-
erting a "tremendous influence"
on trademarks bj Sigrid II. Peder-
sen, J\\ T attorney in her talk
before the I . S. Trademark Asso-
ciation last week.

Miss Pedersen told the group that
in the food and grocer) product field
alone over !'>(>', ol the manufacturers
have made a trademark <>r package
change during the past tw> years and
this was larger} due t'> "' I \ and super-
market retailing."

Miss Pedersen i» chairman ol the
association's information committee.

New agencj appointments: Rich-
ard K. Manoff, Inc. for King Kone
Corp. King Kone which distributes it-
Old London melba t<>aM and crackers
nationall) has not used air media, but
Manoff i- an air-minded agenc) and
either radio or t\ i not both i i- being
considered seriousl) in current media
plans.

. . . SSCB for Lexer Brothers' Breeze.
BBDO formerlx had the Breeze ac-
count \\ isk. the newer brand, remains
with RHDO.

Focus on personalities: Clayton (i.
Going has moved to BBPO's Los \n-
geles office a- an account executive.
Going conies from KHDO- San Fran-
cisco branch . . . Richard K. Fisher
bas joined I.W a- associate directoi
of merchandising. He was formerlx
director of community affairs for
American Urlines . . . William J.

where
else

milwaukee

BUT ON

CAN YOU REACH SO
MANY GOOD PROSPECTS
FOR THE MONEY

WOKY consistently attracts a
major share of Milwaukee's
radio audience. So consistently.
in fact, that virtually every
time period represents Mil-
waukee's most efficient radio
buy. You consistently <, r et more
for your money on WOKY,
Milwaukee.

• Milwaukee's most-listened-to independent radio station.

• Lowest cost per thousand in the market.

• Covers 54% of the population in wealthy Wisconsin.

CALL YOUR KATZ REPRESENTATIVE FOR DOCUMENTED PROOF!

FIRST in

MILWAUKEE

1000 waffs at 920 KC.

24 hours of music, news and sports.

A BARTELL
GROUP STATION

Other Bar-fell Group Stations:

KCBQ, San Diego • KRUX, Phoenix

WAKE, Atlanta • WMTV, Madison

WAPL, Appleton

Represented by: ADAM YOUNG, Inc.

SPONSOR • 25 MXY 195'

Moore has joined B&B as director nl
television operations . . . (i. Kenneth
Vdams has joined Kal, Ehrlich &
Merrick as an account executive . . .
.Iran Carrol] lias been appointed
media director for Compton's Los
Angeles office . . . Joseph J. Trout
has joined BBDO's marketing depart-
ment . . . Norman J. J. Berger,
former!) with Grej Vdvertising, has
resigned li> become a partner and
general manager at Leber \ Katz . . .
Maurice J. Garrett has been ap-
pointed Los Angeles liaison executive
Eoi kudner. He replaces Stephen H.
Richards \\ln> moves to the New ^ ork
office as account manager for Buick
. . . Marx Harlman as account execu-
tive and Betty Dickie as production
manager have joined the new firm of
Bernie Eberl \ \ssociates, Los An-
geles . . . Benita Camicia has joined
("lint Sherwood. San Francisco as head
of publicity and public relations.
. . . Donah! L. McGee joins Honig-
Cooper as a merchandising account
executive. McGee was formerly with
Buchanan & Co. . . . William R.
Pinkney, formerly of WTVH. Peoria,
has joined Ross Advertising. Peoria,
as head of the newly formed radio-tv
division.

New agencies, new names: Richard
Lane & Co., Kansas City. Mo., has
been established by Richard Lane.
formerl) of Standart. OHern & Lane
. . . The Rumrill Co. is the new
name for Charles L. Rumrill Co., Roch-
ester. N. Y.

NETWORKS

Looks like the situation comedy
will again be the leading format
among night-time sponsored pro-
grams on network to come this
fall:

The networks have quite a wavs to
go to complete their 1957-58 schedules,
but here s a comparison of major pro-
gram t\pes between next falls lineup
a- set to date and the sponsored sched-
ule which prevailed last fall:

PROGKWI NO. SHOWS NO. SHOWS

TYPE SET '57-58 FALL '56

Sit. Comedy 15 17

Western

Quiz-Panel

Y2 Hr. Drama

Hour Drama

Adventure

M> Hr. \ arietj

Hr. Varietj

. ih. Mysterj

7(1

ices: New fork. Cincinna

Sales Representat ves: NBC Spi it Salek: Detroit, Los A igele , San Franciscq

Bomar Lowrance & Associates. Inc., ChBrlottet Atlanta, Dallad . . .

I 1

Crosley

Jroadtasting Corpora 1

(flVGQ

vision of SI

SPONSOR • 25 MAY 1957

PICTURE WRAP-UP

Bearded man on t\ ami at r. is Sal Maglie. Dodger pitcher, who
appears in Remington shaver tv commercial (agency: Y&R) is
watched l>\ Sal Jr. Clean-shaven Maglie takes GE portable on trips

Outstanding advertising won
awards for WGR-TY and Radio,
Buffalo from the Niagara Frontier
Advertiser's Association (r.), station
managers Van Beuren W. De \ ries,
WGR-TV and Nat L. Cohen. WGR
Radio receive awards from T. Sloane
Palmer, director of the association

New president of Radio-TV Ex-
ecutives Society in N. Y. is ABC
v.p. John Daly (1.), succeeding
Bob Burton, BMI (r.). With them:
Leonard Goldenson. president AB-PT

"Hot line" merchandisers via closed circuit sales meet for Del
Monte in 24 cities are (1. to r.) Matt Culligan. NBC Radio v.p.: Chet
Huntley. NBC news; J. H. Allen, Del Monte division sales manager

Best guess on -pring thaw date
won jackpot for Joe Gavin (r.) of
Cunningham & Walsh. Annual con-
tesl i- held by WDSM-TV, Duluth.
for timebuyers. C. I). '"Duke'" Tully.
gen. manager, presents award as
Charles kinn<\ P( \\ a ■ :■ w^ilhec

Most exclusive audience of ad
men i- aim of Westinghouse Broad-
casting with its car card- on N.Y.
area commuter train-. Installers
i from I.) : Philip Everest, v.p..
Transportation Displays; Dave Par-
tridge. WBC ad mgr. : Max Gibbons.
a e with Ketchum, Mad. cod. Grove

TRAVELERS BROADCASTING

SERVICE CORPORATION

announces

the appointment of

PARSONS, INCORPORATED

HARRINGTON, R1GHTER &

WTIOTV CHANNEL 3

0N THE A,R SEPTEMBER. 1957

HARRINGTON, RIGHTER & PARSONS SALES OFFICES: NEW YORK. CHICAGO. SAN FRAN

CISCO and ATLANTA

sponsor • 25 \m 1957

NBC T\ *s specials (remember,
"spectaculars" has been Btricken
from the network's lexicon) Mill
be wearing this new look next sea-
son:

• One a week (on the average i .

• Scheduled al different hours.

• \o more Producers Showcase or
Saturday Color Carnival labels.

So far there are 21 (possibly 22 1
specials set. These include: six for
Timex watches I Boh Hope I: nine for
Oldsmobile isi\ with Jerrj Lewis, two
Dean Martin Shows and the Acadcim
Wards broadcast); five or possible
six for Pontiac; and Rexall Drug's
Pinocchio ion 13 October).

This means that the network plans
at least 17 specials more to meet that
one-a-week plan. Some of these will he
documentaries, like Project 20.

Fall tv programing notes: The
British filmed situation comedy
Dick ami the Dwhess with Mogen
Da\id Wines and Helene Curtis alter-
nating is the most likely candidate for
the Saturday night 8:30-9 berth on
CBS TV . . .Royal McBee has joined
Chemstrand as alternate sponsor for

NBC TVs Sally scries. Sundays 7:30-
!! p.m. . . . Ronson has picked up the
Monda) and Thursda) segments of the
SBC Sews plus an additional 32 por-
tions including Wednesda) and Friday
nights for the first 13 week-. The
SBC Sews switches to a new time be-
ginning 9 September and w ill be broad-
cast both at 6:45 p.m. and 7:15 p.m.

NBC's Matthew J. Culligan (v.p.

radio network) this week drama-
tized his "Imagery Transfer" con-
cept in this manner:

• Sent out to the press bushel bas-
kets of cigarettes, with each pack en-
closed in a small plain hag with onl\
ke\ words from the ad brand copy for
identification. Example: "Filter. Fla-
vor."

• Included these instructions: "Pick
your favorite brand bv its slogans.

Similar baskets had previously gone
to agencies throughout the country.
The reactions, says the network, have
been very gratifying.

Current network tv programing
notes: Telephone Time moves from
Thursday nights on ABC TV to Tues-

BEST SWOTOFTWIVEAR

5f°

tit*

ll*

IN Use ZOJULV ADDEAWHezjo

"Radio (iiul Television

Basics are as essential to

an agency as a good

client. They're required

reading lor timebttyers,

account supervisors,

executives and copy people.

They're easy to read, too."

Don P. Nothanson

president,

\ oith Advertising Inc.,

Chicago

days 9:50-10 p.m. effective 11 June
. . . Bulova will sponsor an hour-long
special on NBC T\ Saturday, 1 June
(9-10 p.m.). It'll be a musical variety
titled "Five Stars for Spring."

The Mort Abrahams-Granada TV

international swap gets its kick-off
I ft July with a British production
of Reginald Rose's ""Thunder on
Sycamore St." 1

The English-l . S. exchange program
was recentb set up b\ Abrahams, ex-
ecutive producer of !NBC TV's Pro-
ducers' Showcase, and Granada, one
of Britain s two commercial networks.
Idea behind the trade of top creative
talent is I a I British commercial tv,
still quite young, feels it can learn
much about technical organization and
(b) U. S. producing, directing and
writing talent feel the\ can have a
place to show their wares without
a<ienc\ -client restrictions.

Summer tv programing notes:
The Web, newly filmed m\ stery se-
ries, will take over for the Loretta
Young Show on NBC TV i Sunday,
10-10:30 p.m. I starting 7 July while
repeats of the Loretta Young series
will be used by Speidel and Purex in
their Tuesday 8-8:30 p.m. slot on NBC
TV starting 2 July . . . . Mogen David
will replace Treasure Hunt on ABC TV
(Friday. 9-9:30 p.m. I with a filmed
series called Key Club Playhouse start-
ing 31 Ma\. These are Ford Theatre
re-runs and will promote the wine com-
pany's new brand. Key Wines. . . . As-
sociated Products replaces General
Electric as alternate sponsor on ABC
TV's Broken Arrow (Tuesday. 9-9:30
p.m. I starting 4 June. This leaves G.E.
v. ith only two network tv shows. Chey-
enne on ABC T\ and G.E. Theatre on
CBS TV. G.E. started the season last
October with four network television
entries.

Highligh's of the Leonard H. Gol-
denson, AB-PT president, WBKB
dedication talk in Chicago last
week included :

• ABC T\ will add Omaha. Boston.
Miami. New Orleans. Pittsburgh, Fort
Wayne and Norfolk. Va., to its affili-
ates list w ithin a year.

• This year 85 out of even 100
American t\ homes will be able to take
their pick of all three networks.

• And with delaxed telecasts ABC

SPONSOR • 25 MAY 1957

I V will reach '>v , of all U. S. t\
homes.

NBC l{;i(li.»*^ new "See Tor Your-
self Research Plan* 1 works 1 1 • i — >

wny :

• I In- network is setting u|> a re-
search fund which will pa) all costs
ill sales effectiveness studies foi adver-
tisers who (a) plan a long enough and

frequent enough campaign to | luce

measurable results, and 1 1> > use Bome
exclusive cop) points bo thai radio's
effectiveness ran be isolated from other
ad media use.

• NBC Radio will pa) costs up to
110,000 "ii studies with techniques tail-
ored to meet specific needs of the indi-
\ idual advertiser.

• rypical methods which ma) be
used include: store audits, tesl market
< omparison, consumer panel studies
and before-and-after surveys of brand
awareness and acceptance.

Details of the plan will be submitted
in writing to research directors of all
ad agencies.

The effect of the Ford order on
long-range programing plans was
reviewed at the meeting of the
board of directors of the CBS Ra-
dio Affiliates Association in New
1 oik lasl week.

\i the same time John S. Hayes,
president, WTOP, Washington, I). (..
was elected to succeed Donald \\ .
Thornburgh from District 3, who ten-
dered his resignation from the Board
due to eye surger) ; and C. Glover
Delaney, vice president, \\ III'.C. Roch-
ester, N. "> .. was elected to succeed
George I). Coleman from District 2.

Sylvester "Pat*" Weaver has signed
np the first advertiser for his new
Program Service plan.

la) lor-Reed Corp. (Coca-Marsh I is
set to sponsor Ding Dong School in
eight markets (Chicago, New York,
Washington, Philadelphia, Baltimore,
Cleveland, Cincinnati and St. Louis)
starting 1 July. The program will be
live and originate in New } ork. Sta-
tion line-up lias not been revealed as
yet.

Sid Caesar, who terminated bis con-
tract with NBC last week, is expected
to join Weaver in his planned 15-cit)
network. (See sponsor, 18 May, ""Can
Pat Lick His Own System?" for
details on Weaver's Program Servii

SPONSOR

25 m\y 1957

WHICH TV STATION

SOUTH BEND?

"****+*******$*

•net

RANK

PROGRAM

J Love Lucy

Red &V Sec ' e '

The Millionaire
Sivlfe? at »r

Hft^° 00 , Ques ''on

Decei°K Ck Stents
December Bride

= d Sullivan Show
$64,000 ChaMeTge

Ciimax TrU$t Your We?

Lassie

Robi n Hood

pk , L? ,ver » Show
Playhouse 90

TheLine p yPr0aram
Gunsmoke
Name That Tune
Tour Hit Parade

WSBT-TV station r|

STATION "r

36.8

31.6

AKBRating S _Feb

r "ory 8th thro Feb

roary 14th

43 OF THE 50 TOP-RATED SHOWS ARE
CARRIED BY WSBT-TV
There's ao doubt about it W SB I - I \ dominates the
South Bend television picture One audience stud] after
anoi her proves this. You just don l cover ^..mli Bend
unless you use WSBT-1 \ ! Write tor detailed market data

PAUL H. RAYMER CO., INC., NATIONAL REPRESENTATIVES

WSBT

CBS A CBS BASIC

OPTIONAL STATION

SOUTH

BEND,

IND.

CHANNEL

WGR-TV

SELLS

BUFFALO !

ABC AFFILIATE CHANNEL 2

Peters, Griffin, Woodward, Inc.

49'K,

COLOTAH

Western Colorado and
Eastern Utah

Has only 1 source of

^television

KREX-TV Grand Junction
with satellite

KFXJ-TV Montrose, Colo.

•
Contact our Ambassador

CHICAGO

NEW YORK

TV STATIONS

Television and radio will continue
to get more and more of national
advertising budgets was the pre-
diction of Donald II. McCannon.
[(resident of Wcstinghouse Broad-
casting Co., as he summarized the
activities and accomplishments of the
four-da\ WBC management meeting
last week.

Other findings of the group which
included advertising and broadcasting
leaders were:

• The national economy as it affects
the electronic media will continue to
be favorably strong.

• Viewing and listening will con-
tinue to grow.

• Growth of the broadcasting in-
dustry must include substantial con-
sideration of technological improve-
ments.

• Local stations have great oppor-
tunities to build prestige and believa-
bility via public service.

An idea at work at KING-TV, Se-
attle, is the recent "Win-A-House"
promotion sponsored by Gold
Shield Coffee (Lang & Co.).

The contest, which was plugged via
spots (300 over a period of four and
a half months) and increased sales
20%, (1) established Gold Shield as
an advertised brand of high quality
coffee, (2) improved relations with
jobbers, groups and chains, and (3)
did a "tremendous job" in regard to
label identification.

The sponsor is continuing his tv
campaign now that the contest is over.
Pacific National is the agency.

Tv applications: Between 13 and 18
May two applications for new stations
were filed.

Applications include: Carl Bloom-
quist, Eveleth, Minn., for Channel 10.
Hibbing, Minn., 10.6 kw visual with
tower 633 feet above average terrain,
plant $133,983; and Winston-Salem
Broadcasting Co., Winston-Salem, for
Channel 13. Aquadilla. Puerto Rico.
115.9 kw visual with tower 2,050 feet
above average terrain. Plant $199,319:
yearly operating cost $120,000.

Promotions and changes: Clark
Pollock has been appointed opera-
tions executive for WLBR-TV. Leba-
non, Penna. . . . Jack Dolph has been
made assistant program director for

Men in TV production all say:

''The best spots come from Jamieson"

JAMIESON

FILM COMPANY

3825 Bryan • T A 3-8158 • Dallas

nclude :

Fitzgerald Advertising Agency
Crawford & Porter Advertising. Inc. "
McCann-Erickson. Inc.
Tracy-Locke Company, Inc."

SPONSOR

25 may 1957

\\< \[ l\ Philadelphia. . . . Bill

\\ .ilk< I . t • • ■ mil pro lion in. in

for KBTV, I lem er, has resigned to
join WFGA-TV, Jacksonville, Fla., in
the Bame oapacity. , . . UNI Lydle has
joined the k<> \ ■ I \ . Denver, sales -tall
... II. Paul Field has been appointed
1. 1 take over the neM K -created posl "I
commercial Bei \ i> es supei \ isoi .ii
\\ l\ I. Miami. . . . Johnnj Carpen-
ter n n »\ <~- up as the new public rela-
tions director .it K» >l\ I A . Portland,
Ore. . . . John J. (Jim) Black, Jr.
been promoted to local and re-
gional -air- tnanagei at K I \ V Mus-
kogee-Tulsa. . . . \\ illiam I'. Mac-
Crystal], genera] -ale- manage] al
k()\-T\. Denver, to head up the man-
1 1 it-iii nl a group id t\ ami radio
stations including: k\(>\ \\l & TV,
Tucson, ami KOAT-TV, Vlbuquerque.
Richard Harris, account executive al
KOA-TV will replace MacCrystall. . . .
Adrian R. Munzell, program direc-
tor at \\ IS T\ . Columbia, S. C, lias
been upped to executive producer and
film buyer and Dixon Loworn
nn>\fs into the program director spot.
. . . Boh Edell has been appointed
promotion manager ol WJBK-TV, De-
troit. . . . Stephen ('. Meterparel lias
joined \\ BZ-TV . Boston, as assistant
advertising and sales promotion man-
ager and Ted Vi robel has joined the
station's sales staff .... Henry J.
(Hank) Davis has been appointed to
the sales stall of KT\ \. Muskogee-
Tulsa. . . . Maurice Corbetl has been
named merchandising director for
W'l'VJ, Miami. . . . George II. Cum-
mings has been appointed sales pro-
motion manager for \\(i\\ and
\\t.\VT\. Portland, Maine. . . . New
personnel line-up at KOLO-TV. Reno,
includes: Lee David Hirahland, lo-
cal sales manager; Ed Cardinal, pro-
mam director and operational super-
visor: George Rogers, local sales. . . .
I.. I'aul Abert has been named assis-
tant production manager for WTIC-
I A . Hartford. Conn.

WFIE. Inc. is the company which
now owns and operates WFIE-TV,
Evansville, Ind., replacing Premier

Television. Inc. The new corporation
is a subsidiary of \\ \\ E, Inc. . . .
KPTV is now a basic NBC T\ affiliate

RADIO STATIONS

KMO\. St. Louis. Radio Week
promotion pulled a whopping big
mail response 1 19.80.1 pieces of

mail and over 'H.immi answers in

our da) alone

Gimmick was '■ si ition

personalities oi eithei i portabli
clock radio a day. Response topped

la si \ c.ii ~ pi amotion bj 60' • .

Promotion isn't onlj what keeps
an advertiser's product al the top

of the m-w~: il also holds B local

station in front-line position.
Tak. CJON in St. John's, New-

toiimllaml which, anion " othei

|. i tl\.- I- llvll

aiders thai residents do othei than "live
ind
|o i with the news

Ii has pi. i« ed 1 0,0 this

I ovei the island. I he n-
spol ami the mo»l unlikely wat < ho-
i promotion on film foi it- i\
affiliate. \ 750 pound -h.uk I I
long was drowned, and a station
put in In- mouth undei watei while

Ii ■ .w-nl into .n lion.

Station changes: hlt/.V Salem,

SPONsnK

25 MAY 1951

AVAILABLE NOW

S. John Srhil^

Until last week general
manager KLOR, Chan-
nel 12, Portland, Ore-
gon. Responsible for
launching station and
building it into top-
flight property. Prior ex-
perience: 7 years exec.
V. P. Rocky Mt. Broad-
casting. 4 years Sales
Manager Pacific North-
west Broadcasters. 10
years Advertising Man-
ager chain of Depart-
ment stores. (See B'T
"resume page 20, June
4, 1956 issue ... Re-
spects To") 46 years
old, married, 5 children.

Qualified to: Manage
TV station, direct pub-
lic relations, in any field,
handle tough agency as-
signment or do your im-
portant selling.

Salary requirements:
$25,000 fulltime. Slight-
ly higher for a quick
"brainpicking".

To save time, first call
. . . Norm Knight, George
Hollingbery, Carl Hav-
erlin, Lee Jahncke,
Harry Bannister, How-
ard Lane ... or someone
you know, who should
know. Then call or write
me. 110 SE 41st, Port-
land, Oregon. Phone
BEImont 2-9321.

Ore., wenl on the air 1 Ma\ with Al
Bauer as general manager. An NBC
affiliate, it operates with 250 w on
1490 kc. . . The Bartell Group of five
stations has purchased a sixth:
WBMS, Boston, managed l>\ Nor-
man B. Furmun.

Negotiation for the sale of KJ\^.

I opeka, to a group of four Kansas
Citj investors is underway. Prospec-
tive buyers are: Ed Schulz and Dale
S. Helmers, both account executives
at KMBC, Kansas Citj : Joseph \\ .
McCoskrie, contractor and William
Overton, attorne) and president of the
Anchor Savings & Loan. Kansas Citj
. . . Another station celebrating its
35th anniversary is WBAP, Fort
Worth, Texas.

People in the news: Fred L. Bern-
stein, former v.p. and southern divi-
sional manager for Forjoe. has been
named executive v.p. of the Gordon
Broadcasting Co. and managing direc-
tor of WSAI, Cincinnati. Other WSAI
promotions include : Harold O. Par-
ry, now v.p. local sales; P. Howard
Eieher, now assistant sales manager.
. . . George R. Collisson has been
named sales manager at KOTK. Okla-
homa City. . . . J. T. Snowden, Jr.
has been appointed sales manager of
WGTC. Greenville, N. C. . . . John
Behnke has been named account ex-
ecutive at KOMO. Seattle. . . . Carl
Uhlarik has been named promotion
manager and George C. Mirras is
the new sales development manager
for WOW, Omaha. . . . Stan Mon-
crieff has been appointed public rela-
tions director of CHUB. Nanaimo,
B. C. . . . John H. Pace, v.p. and gen-
eral manager of Public Radio Corp..
Houston, has taken over direct man-
agement of KIOA. . . . Edward T.
Hunt is now sales manager for
WDGY, Minneapolis. . . . James K.
Witaker, former general manager of
WQOK. Greenville. S. ('.. has moved to
WIS. Columbia. S. C. as director of
sales. . . . Richard Lueters, mer-
chandising director for WEEI. Boston,
has joined the sales staff as a local

account executive. . . . Al \ unovich

has been named sales manager for
KCKN, Kansas City. . . . Edward T.
Hunt has joined \\ DGY. Minneapolis
as sales manager.

FINANCIAL

REPS

Calling today's selling techniques
a "mass and a mess of statistics."*
Robert H. Teter, v.p. and radio
director at Peters, Griffin. Wood-
ward, told the Pennsylvania Asso-
ciation of Broadcasters last week
that, "We should he working hard
at developing new approaches."

Teter pointed out "Too often, there
is a tendencv to lose sight of whether

w t~ c C ■ V IB

^^M ^m^^^^^- mi ^ m W±. ■

- ,"i_ pl J U

1 — -

SPARTANBURG, S.C.

Ca//-Gi-ant Webb*. Co.

Tues.

Net

Stock

11 Ma\

21 May

Change

Veto

York Stock Exchange

\H I'T

24%

—

AT&T

178'a

178 :! ,

Avco

6-\

6 :: ,

CBS "A"

35%

—

Columbia Pic

17%

i: :; i

—

I.ocu 'e

19? ,

Paramount

35%

■ ; .

RCA

38%

38V 2

Storcr

27%

—

20th-Fox

27-',

27%

Warner Bros.

25' ■>

25 's

—

■■■'^

Westinghouse

61%

6<l :i ,

—

T v

American Stock Exchange

Allied Artists

3y 2

C&C Super

DuMont Labs

Guild Films

—

NTA

—

"Who knows? He might turn out to
be a KRIZ Phoenix personality!"

SPONSOR

25 may 1957

the vehicle is righl f"i the produi t,
and putting himseli in the pla< e "I .1
timebuyei said, "1 <l welcome a Bales-
man who Iffi hi- slide lull- home and
came in talking about what hi- show
could ili> Tin m\ client.

Vir radio and in commercials sub-
standard? Competitive media's bait-
ing has led radio ami t\ into apologiz-
ing for commercials, Bays Joseph I.
\\ eed, president i>f \\ eed I \ ,

Weed feels that it is this "sniping"
from other media that has prompted
the countless suggestions for the need
to iiujn n\ e commercials.

FILM

\ film series which can !»<• run as
either a half-hour or feature

length program is being distributed
b] Official Films.

The program is R<></,\ Jones, Space
Ranger, produced 1>\ Roland Reed Jr.
Reed 9I10I the 39 stanza series in se-
quences of three half hour- each with
f 11 II \ integrated storj lines, [his gives
Btations the opportunity to program
l_' 90-minute |>lus three 30-minute
shows.

\\ ith this program structure, Official
announced, "'station- are afforded in-
■ rease I opportunities to capture theii
audiences in time periods normally de-
\ oied to feature show bags."
Guild Film's sales for their cur-
rent fiscal year now .")'._, months
-"lie 1 aie running more than three
limes the total figure for the full pre-
vious fiscal year.

I his was announced at a stockhold-
er-' meeting 1!! Ma\ 1>\ Reuben Kauf-
man. Guild president The currenl
-ale- total is more than $10 million.

Though Kaufman didn't use the
word "barter" he referred to it- u-e in

passing bj saj bag, '". . . we have devel-
oped methods of utilizing (program
-cries 1 to generate valuable t\ adver-
tising time which your com pan) sells
to leading sponsors."

Kaufman also referred to negotia-
tions for distribution rights for prod-
uct from "one of the America's best
known major film studio-." The studio
referred to i- believed to be one of
those which have not yet released pre-
1948 product to tv.

V unique profit-sharing plan ha- been
-it up wherein station- programing

V Vl'"s Popeye cartoons share in

the income fr Popeye residuals f*he -ln-w will be produced jointl)

like I -hill-, n Is, I L-. 1I1. b) I .1 Bl I nid V.I

I In plan provides thai i-i station! ndie Productions. I In- lattei

devoting a minimum rtumbei "t pro- Hawkeye and the Last of the

'.■lain pro lion announcements week- Mohicans will ' B(

K share with \ VP, 1 rdinji to the N I \'-

-i/c oi ilieii hi ritoi 11- 111 the manu
fai iiini - profits. Ilic plan ha- been

initiated in \cw i ..ik I il\ with \\ l'l\.

1- now Bold to

stations \ M' ports thai n

• enl \I.T. < u- \\ ai nei I

^ carl 1 16 1 ating in I T

Mtl I I I ilm-

TPA's second co>production deal has bought the Charlu Farrell tl
in Canada has finall) gotten Tugboat .1 L2-episode block aired on CBS l\
tnnie oft the ground. last summer, from Hal Roach, \< &

CKLWS Disc Jockeys 'are

The O Busiest

V ^in the Detroit Ar

TOBY DAVID

6:45-9:45 am.

Mon. thru Fri.
Music, time, weather,
comedy! Everything to at-
tract listeners and keep
them listening at the
wake-up hours.

BUD DAVIES

12:30-1 1:30-2
Mon. thru Fri.
Music in a pleasing manner
for early afternoon listeners.
Variety and guest interviews
with celebrities.

800k

EDDIE CHASE
3 30 4 45 6 15 7

Mon. thri.
Late ofternoon and dinner
hour music for everyone
Good listening for rolling
home'' motorists.

UTUAL
50,000 Watts - GUARDIAN BLDG., DETROIT

ADAM YOUNG, Inc. J. E. CAMPEAU

National Rep. President

SPONSOR • 23 MAY 1957

we deliver
1000

like this
for 31c

luch prettier, actually, froltt a sponsor's point of view, because
these ladies buy! And at WVNJ you can talk to a thousand
of them (and their families) for one minute at a cost of only 31c.
Same rate for men, too.

Most advertisers know that the New WVNJ has more listeners
than any other radio station broadcasting from New Jersey. As
a matter of fact — almost twice as many as the next 2
largest combined.*

'Source — Hooperatings Jan. — Feb. — New Jersey

Most advertisers know the quality of this audience — for the new
programming concept of playing only Great Albums of
Music has brought the station thousands of new and potentially
better buyers than ever before.

Most advertisers know, too, that WVNJ delivers this audience
at less cost per thousand than any other radio station not
only in Jersey but in the entire metropolitan area as well.

That's why WVNJ is the hottest radio station in the New
Jersey market — bar none. Get the facts and you'll
make WVNJ part of your advertising day.

Represented by-
Broadcast Times Sales
New York OX 7-1696

WVNJ

Newark, New Jersey
Radio Station of the Newark Evening News

JUl

SPONSOR

25 may 1957

II hoi's fuspprmng in / N I .uvernmcnl
tiuU uffects sponsors, agencies, stations

WASHINGTON WEEK

25 MAY

Ctpyriaht 1957
SPONSOR PUBLICATIONS INC.

The FTC this week let i\\ its first preliminary action Bgainsl llic iiianin-the-

white-ooal type of t\ commerciaL

Singled «>ui as a sort of guinea pig ia American Chicle Co.'a RoIaJda brand.

In issuing a complaint against Rolaida, FTC aidea disclosed it i- then plan firat t<» de-
velop the case ami then see hon tin- eommiaaion rules on it. Should tin- commiaaion-

era take a stern \ irw oi thi> type oi advertising, the stall will i ted t oi

similar-type sponsors.

The charges in the Rolaid complaint cover thi> ground:

• False disparagement oi competing alkalizers,

• Misrepresentation of the effecta of the product vis-a-vis competitive producta
(comparing a burnt tableeluth hole with the action of .stomach acids).

• Use of a man-in-a-whitc-coat to state that Rolaida baa the recommendation of die
medical profession, therein having the "capacity to deceive a substantial portion of the public.*'

This is the first complaint centered on the visual part of t\ commereiala since
the special radio-tv unit was set up within the Fit .

(See "The FTC Crackdown. :>u March SPONSOR, fur the Intended scope <>f tli- I H -
probe of air conunercials and the follow-up plans for the FCC.)

You can get a broad picture of the current state of the American econonrj

from these excerpts from a Department of Commerce report issued this week:

• Gross national product rose again in the first 1957 quarter, indicating an an-
nual rate of $427 billion, compared with $121 billion for the last quarter of 1T>(> and 5
billion for the first quarter of 1956.

• Personal income in April was at a seasonally adjusted rate of $339.5 billion— up SI
billion from March and SIB billion over April '56.

• Total output has risen irregularly, but final demand has grown steadily. In the first
1957 quarter output rose 1>\ S8.5 billion (annual rate).

• Personal consumption expenditures, governmental purchases, and exporta all
rose. The higher level of purchasing ate into business inventories, although l'< of the
increase in value of production was <lut- to higher prices and onlv 2'.' to higher volume.

Rep. Robert C Byrd (D., W. Va.) this week joined the clan calling for regula-
tion of the tv networks.

The source of his complaint: CBS TV's switching its affiliation from \\l Ml- I \.
Charleston, to WHTM-TV. Huntington, following the bitter's purchase !>\ Cowles.

Charged Rep. Byrd: The FCC "exerts a life-and-death hammerlock over individual sta-
tions, while the networks are left to their own designs — often at the public's exp

The near future could bring a welter of report releasing on < apitol Hill
well as some action by the FCC on fee tv.

Two such reports that are of marked interest to tv: The Celler Committee findings on its
network probe, and the Senate Commerce Committee's multi-faceted look at t\.

Radio and tv got a comparatively cleaner hill than newspapers in a report thi-
week I»n the National Association of Better Business Bureaus on questionable ad-.

Of the ads "investigated," 21,915 applied to newspapers, 635 to radio. 594 to t\. and 56

to magazines.

• 25 may 1957

triangle: stations

Delivering

Audiences

EXCLUSIVE

ONLY TRIANGLE STATIONS deliver ALL of
the top film product available to television,
reaching ONE out of every TEN TV homes in
America . . . 15,000,000 people in Connecticut,
Delaware, Maryland, Massachusetts, New Jersey,
New York, Pennsylvania and West Virginia.

. Bci*ic ABC • WNBF-TV . . Basic CBS + ABC, NBC
WFBG-TV . . Ba>ic CBS * ABC NBC • WNHC-TV . . Basic ABC + CBS
Blair TV for WFIL TV, WNBF-TV and WFBG-TV - Katz for WNHC-TV

far WLBR-TV

WORLD'S

MOVI

GM • Warner Bros • 20th Century-Fox • RKO

K VISION'S HOTTEST BUY! %V/ 2 billion worth
ie BEST entertainment on TV anywhere. . . topping
j competition in market after market. Prime time
labilities going fast ! Phone or wire today!

BASED ON WEEKLY AVERAGE

SOURCES Telepulse, Brnghamton, Nov. 1956

Telepulse, Scranlon — WillesBofre. Nov. 1956
AR8, Alfoono, Nov. 1956
ARB, New HovenHortlord. Nov 1956
ARB. Philadelphia. Mor. 1957

W F I L - T V

PHILADELPHIA, PENNSYLVANIA

W N B F - T V

BINGHAMTON. NEW YORK

W F B G - T V

ALTOONA. PENNSYLVANIA

W N H C -T V

NEW HAVEN-HARTFORD, CONN.

W L B R - T V

LEBANON, PENNSYLVANIA

Radio and Televi!

tangle Publications. In

WFIL-AM • FM • TV,
■A. F8G-AM • TV, Alti

WNBF-AM • FWI • TV. Bnghaml

WHCB-AM M

WNHC-AM • Fm • TV. Ne.- WLBR-TV, l.eb=

A round-up of trade talk,
trends and tips for admen

SPONSOR HEARS

25 MAY A Madison Avenue veteran urges restraint in the current flurry of industry

sponsor publications inc. backbiting at newspaper tv reviews and comment. He feels that:

"Charging some critics with incompetence and irresponsibility will only focus attention
on your own weaknesses. Anyway, in the long run the panning is washed out by the

praise. That was radio's experience in the late '30's and early '40's."

Another clue to the height air media have soared in General Motors' firmament :
Campbell-Ewald has the authority of supervision; but Henry Jaffee, producer of the

Dinah Shore-Chevrolet series, will be in direct contact throughout with top GM

management.

The dickering for tv rights to feature films is beginning to be as imaginative
as the film fare itself.

A group had offered to put up two Park Avenue buildings as security for 26 post-
1950 films. But the film company this week decided the transaction was too elaborate.

Western agencies continue their trend to tie up with Madison Avenue as a
means of servicing their air business in the east.

This week's searcher in New York : Gerald A. Hoeck, radio-tv v.p., of Seattle's Miller,
Mackay, Hoeck & Hartung, which spends around $120,000 on spots for the Bardahl oil
additive in the New York metropolitan area.

Much to their surprise, three radio stations this week had the rug yanked out
from under them by the woman ad manager of a firm which spends $2 million
a year on air media.

What triggered her action was this: A fourth station, also handled by the same
rep, had got into a personal hassle with her over delinquent payments.

After the wholesale cancellation, the rep tried to rescue the innocent trio — but to no
avail.

Every dynamic field has its departed "legendary" figures — people who pioneered,
had colorful personalities, and became topics of mellow reminiscence.

A check around the business evokes these names that might come under the "legendary"
classification in radio:

John Shepard IH, founder of the Yankee Network, who quoted the scriptures in
quitting CBS and in return was wired by William Paley: "The Lord is our shepherd; we
shall not want."

L. B. Wilson, the sardonically witty founder of WCKY, Covington, who counselled
many a neophite to success in the industry.

M. H. (Deke) Aylesworth, NBC's first president, who recruited the weight and pres-
tige of giant advertisers to the medium.

Scott Howe Bowen, who as a broker and general station rep, did a similar job for
spot.

Danny Danker, JWT v.p., who crashed the Hollywood name barrier for radio.

Ouiiin Ryan, the WGN, Chicago, announcer-manager, whose many firsts in special
events and other programing gave vitality and imagination to radio.

•
84 sponsor • 25 may 1957

She was watching WGN-T^ al noon along with 131.8 ther boys and

girls). She >% a~ thrilled l>\ the Lunch time Little Hieatre, designed l>\
WGN-TV to gel "(.II ["reactions Nielsen, March, L957, I •."•

Slu- had her mother buj the sponsor's product.

That's whj Top Drawer Advertisers use WGN-TV.

I el our specialists lill yon in on some exciting case histories, dia uss j "ur
>.ilr~ problems and advise n < >i i on currenl availability -.

WGN-TV

Put "GEE!" in your Chicago sales with

CHANNEL 9-CHICAGO

SPONSOR • 25 may 1957

BARTERED TIME

I Continued from page 35 i

with a line of advertisers waiting to
get on it. isn't goin» to !>r exchanging
its valuable time for film, knowing that
this time will be sold at cut rate.

7. You can't count on a renewal, if
you're satisfied. Each barter sale is a
"once-in-a-lifetime" deal, not renew-
able after the year or run of contract
since it hinges upon a particular syndi-
cator making a specific exchange with
a particular station. Once that sta-
tion has paid up in time for the film
property, there's no reason to be sure
that it will trade off any more of its
time for film.

Hence it's more difficult to maintain
a continuous schedule after termina-
tion of a barter contract than on rate
card spot schedules.

Despite the drawbacks, a barter-
discount purchase does offer net ad-
vantages to many advertisers, or they
would obviously not be buying or con-
sidering the buy.

However, as Les Persky, president of
Product Services, says: "Barter can
never replace spot buying. It can only
be a marginal operation. Through it,
we're reducing the inequities of the

present distribution pattern, where a
major advertiser controls the Bhelf
space and the other gu\ can't afford
sufficient advertising to fight him.

Persky says he hopes barter will not
siphon off established spot ad\ ci tix-i >.
and that the value of barter will con-
tinue only so long as it doesn't become
too widespread, or used by giants like
Lever, Colgate or P&G.

"We think it's ideal for the new-
comer to tv," he told SPONSOR. "For
instance, we're planning to introduce a
new cigarette brand for a major adver-
tiser through such bulk discount sched-
ules."

Not only did Persky sign a contract
at sponsor's presstime for various film
properties worth over $8 million, ac-
cording to him, but he plans another
step. "We've just commissioned an in-
dependent film producer to make a
half-hour adventure series for us which
we'll use strictly for barter. The show
is being financed by sponsors for its
first-run, but we expect to get five
years of timebuying power out of it as
well."

There's less than unanimous enthusi-
asm throughout the tv and advertising
industry today about the spread of bar-
ter deals. In fact, even those whore

BEST SHOIOF.Wlf^R

1 V

v>S

tip&

"I like the idea of a

publication that has all

the basic data on tv and

radio exactly when and

how we need it most.

Thai description fits Fall

Facts Basics to a 'T '."

Lou T. Fischer

i ice-pres.,

Dancer-Fitzgerald -Sam pie.
Inc., New York

|S1 USE 20 <M\X

engaged in such exchanges frequently
point out barter ma) easily backfire.

Here are the advantages and dis-
advantages of barter to the syndica-
tors, stations, agencies and reps:

Syndicators: Essential!), barter is
the outgrowth of increasing film inven-
tory both from the avalanche of fea-
ture libraries and through the accu-
mulation of syndicated product. As
more and more new shows become
available for syndication, the third and
fourth runs of old product depreciates
in value. While the individual s\ndi-
cator might make more on his product
when it is paid for in cash, he'd just as
soon make something on barter than
have the old product lying around.

That isn't to say that only well-worn
film is being put up for barter. On the
contrary, each barter package general-
ly includes some top properties as well,
but these are in the minority as are
Class "A" announcements on the sta-
tion's side of the deal.

Different syndicators make different
barter arrangements and frequently in-
dividual deals of one syndicator differ
from each other. However, it's a fair
estimate to say that virtually every dis-
tributor who has feature film libraries
is doing some bartering.

MCA TV, for instance, is giving sta-
tions some of its programing in return
for a 50-50 share in all the participa-
tions that the station sells after the first
national client provided by MCA TV.
This barter, however, is strictly on rate
card, according to agencies now con-
sidering such packages.

NTA Executive V.P. Ollie I ngei
says: "The syndicator who can afford
to think in long-range terms and not
barter, is better off. Do I think bar-
ter is a good way to do business? No.
Do I think it will be done? ProbabK.
Will we do it? Maybe. Do we want
to? No."

His views generally sum up the reac-
tion of the syndicators. In many ways,
they feel they're being seduced into
barter virtually against their will.

"That's where we can help the s\ n-
dicator by acting as their 'reps,' " says
Time Merchants" Dick Rosenblatt
"The syndicator's like a banker accu-
mulating time, but his risk is great
especially on a short-term deal. W e
help him unload this time."

Stations: The situation is not too
different for the stations than it is for
the syndicators. Stations that couldn't
afford film programing the\ need if

SI'OVMIK

25 may 1957

the) had to pa) cash, can acquire it
through bartei deals.

\- the president "I .1 majoi rep In m
told sponsor: "Of course, we're "p-
posed i" bai tei on principle. Bui I 1 e
^oi iii admil it it's .1 god-send to
some of our stations. Vfter all, tin-
film product they're getting i- increas-
ing 1 1 1< - value of Bome of theii time !»■-
riods and thereb) attracting othei na-
tional advertisers al the card rate."

Mostly, the reps are \ iolenth op-
posed to barter even in those instances
where the) collecl commission on the
bartered-time galea through exclusive
contracts with their stations, ["heir
main concern is the long-rang effect <>f
bartei deals 011 the station's ie|>utahil-
it\ ami the sound economic base of the
t\ industry.

Said the president of another large
rep firm: "I nfortunatel) we can't do
anything but advise our stations
against barter. I think if- reducing
tin- business to the laws ol the jungle.
Furthermore, in a barter both |>arties
are trying to put something over on
each other. It's simp!) not good busi-
ness. The station? don't seem to realize
that they're actuall) selling against
themseh es."

SRA, while considerabl) less than

enthusiastic about the Bpread of bar-
ter, is relying on its members t" advise
-tat ions against barter. There ina\
eventually be action In other trade as-
-o< iations or b\ the Government, al-
though no one has concluded that bar-
ter has any illegal aspect to it.

W hen- station-agenc) relations are
concerned, barter sale- mighl be con-'
sidered a violation of the 1 \"s contract
which provides that a station must not
discriminate in price between adver-
tisers. But then, it isn't the station
that's setting the price for the bartered
announcement-.

It's conceivable, though it mighl be
difficult to pin down, that -nine -vndi-
cators and stations have found a tax
an«Ie that makes baiter even more .it-
tractive to them.

for instance, theoretically, when a
Byndicator trades S3 million worth ol
film for $3 million worth of time
there's no need for declaring an\ in-
come, since the two product- ex-
changed cancel each other out.

Its assumed that the $3 million in
each case is an inflated figure. — the
Byndicator will quote a top price on
his product for barter, and the station
manager will quote card rate on the
time he s giving in exchange. I bus

both enlei the i\i li.in ■•■■ il |3 million

Howe> ei . the syndicatoi t hen sella
this $3-million- worth ol tim foi -I i
million, lb- ha- therefore on 1

-old |3 million woi th of film l"i Onl)

.1 - 1 . 1 million return, and show - a loss
ol 11.5 million. Mm -.one applies t' i
the station.

Igencies: There are several reasons
wh) agenc) media people aren 1 too
happ) about bartei . < me reason i- the
fad that the) have little control <>\ ei ■ >

barter bin. tlm- in effect, bin a pig in

a poke, and can't exercise then -kill .1-
buyers.

Secondl) . the) aren't happ) partii -
ularl) if their im olvemenl in a bait 1
Inn become- public because the reps
aie generall) opposed t" bartei . Sin< e

the individual linielmver depends upon

the goodwill of rep- in clearing ^ I

time loi hi- client, the buyei doesn't
want to cause friction.

^genC) management on the H hole

doesn't always look favorabl) on bai-
ter, though -oine are forced into such

deals because their client- request that
the) investigate am bin that seems
economical. But quite often in the
past, barter bin- were made directl)
b\ the client with either the syndical 'i

or the -\ ndicator - agent, and thus not
commissionable.

If we'd pan I 1 ,n ..n

buj ii would hav< ' it-

is a ba
told or candid I 01

1 strain on oui •
hip with il.. d so we

don I v. nit lo |, ill. Iii 1/. il too

A'- p lie itural thai th
reps would be opposed to bartei on

I I llll ip|( \ "

1 utting, in. I id ii - h hat bartei an ounta
to. huii- the produt t thai I !•■

-■•Il and ma! es il toughei to tell ami
then prod u< 1 1- the ■, ..f the

station and the t alue "I ii- 1 1

I hi thei mor< I spon-

son 1 generall) behind carefully « I
doors) thai the film prodm t theii
lion- gol "ii l.aiii 1 deals "nol
won 1 do an) thing to boost the 1 due
of their time and programing lineup,
but will drive \ iewei - aw

Essential!) . most reps agri e thai th<-
stations are the ke\ to the futun
bai tei . "'If advertisers hud it an ■
nomic bus . the) d be nuts to fori
it." on.- rep told sponsor, freel) ex-
pressing the s iews of the majoi it > .
"It's up to the stations to es aluate
these bartei deals with an eye to the
future and to what they're doing to the
value of theii late 1 .ml. It's < leai l\ up
to stations to refuse these deals.* 1 ^

it's KSAN in San Francisco A J

PROVEN MOST POPULAR WITH NEGRO LISTENERS
YEAR AFTER YEAR* ,•*..,.,..„,

SlWilkff

t .-'* t ***♦. /~^ — *c

^"/\ \ Sk 4aV »iC"MOND

l^fe. ^P S*N1 ■ V 1 ^^^ \ X^^NIBBBBB a 1 » u r n a

[J/ Goes
n \ Where

Is Your
Best Buy...
Because

O ^W "

rjril a

fc\ Negro
U / Market

IM: 1

Goes Where
280,000

\ SAN JOSI ^B

Nvjs!

111 ' 111

\ ""• *"

Listeners
Are.

C(
WRIT

1111 MARI

for specific proof of all KSAN claims to fame,
intact Stars National, Tracy Moore, or

E, WIRE, PHONE KSAN

JET STREET, SAN FRANCISCO. CALIFORNIA. MA Mill

SPONSOR

2.S may 1957

WAY OUT
I FRONT!

HOVERS

HUNTlT

THE
GTON-CHARL
MARKET

ESTON

NIELSEN:NCS #2 1956

► O/ PENETRATION OF COUNTIES

Oy PEI
/o IN

COVERAGE

WSAZ-TV

*ORE THAN 75°,, AC

COVERAGE COUNTIES

MORE THAN 50% C £?
COVERAGE COUNTIES JQ

TOTAL COUNTIES /TO
COVERAGE *■>'

STA

STA.j

C <

15:

22:

ARB: 8 out of TOP 12

"February 195 7

HU/STINGTON-CHARLESTOM, W. VA.

XCT.B-O. HBTWOSXS

Affiliated with Radio Stations

WSAZ, Huntington & WKAZ. Charleston

LAWRENCE H. ROGERS, PRESIDENT

Represented by The Katz Agency

;:;;

Reps at work

Harry Smart, Blair-TV, Chicago, points out that "not only are
Chicago reps in more severe Ultra-market competition, hut we are
in much more vigorous competition with other media. particular!)
network radio and tv." He notes that hack in 1955 many clients
were forced to buy marginal time at relatively high rates because
there were few stations, thus fewer
availabilities. Some of these ad-
vertisers left spot tv and now have
to be re-educated that the medium
now has good availabilities in all
time classifications. "As in other
major markets." Harry says,
"Chicago reps are concentrating
on daytime spot. Better research
techniques have given us a better
picture of daytime viewing and we
feel it offers the greatest oppor-
tunities for the advertiser. Re-
cently, one of the country's major advertisers tested da\time spot
tv in a few selected markets and was amazed at the low cost, impact
and results. Back a year ago or so. davtime advertisers were de-
lighted with a cost-per-l.OOO's under $1.50; today it's more the noun
for advertisers to shoot for cost-per-l.OOO's under SI. 00 when bu\ing
this time. Thus, more advertisers are being sold on all-hours t\.

Paul R. Weeks, vice president and partner of H-R Representatives,
Inc.. New York, comments: "With all the attention given to con-
centrations of population in •metropolitan areas, some buyers are
diverted from highly important farm markets. Rural areas have
high spendable incomes and large unit purchases are characteristic.

as farm families purchase com-
modities and supplies in truck load
lots. Population is more scattered
in rural sections, and the people
don't form a 'metropolitan area"
b\ census definition, but many a
radio station regularly serves more
families in its area than exist in
some of the first hundred metro-
politan markets. Farm radio is by-
far the best medium to reach this
strewn out market. Radio has the
ear of the farmers. It has im-
mediacy and is relied upon for vital news and information. The
noon farm reports tell him what he will bring to market tomorrow :
the road reports will let him know if he can get there. The storm
report gets to him in advance of the hail; he isn't dependent on a
newspaper deliver) bo) riding a bicycle. Farm radio is economical.
You can reach this important segment without waste circulation.

SPONSOR

25 may 1957

ARE YOU

HALF-COVERED

IN
NEBRASKA'S OTHER BIG MARKET?

MERCHANDISE OFFER PROVES

KOLN-TV PULLING POWER!

Last January. Goocb Milling Companj made identical
offers of a Cake Decorator Sel over a number of T\
stations in the Nebraska-Kansas-Iowa area. The tremen-
dous palling power <>f KOLN-TV was clearl) demon-
strated — securing the greatest number of orders at a
considerably lower cost per order than an) other Btation.

CAKE SETS ORDERED AS OF FEBRUARY 23, 1957

Station

Cake Sets
Ordered

Station

Cake Sets
Ordered

KOLN-TV
Station B
Station C
Station D

2,924
1,462
1,420
1,292

Station E
Station F
Station G

1,184
783
512

II ith the same offer and same time allotment. k()l.\-ll
pulled twice as many orders as the next best station!

WKZO TV — GRAND RAPIDS KALAMAZOO
WKZO RADIO — KALAMAZOO BATTLE CREEK
WJEF RADIO — GRAND RAPIDS

WJEFFM — GRAND RAPIDS KALAMAZOO
KOLN TV — LINCOLN NEBRASKA

Aiioc A'ti - Hi
WmBD RADIO — PEORIA ILLINOIS

Have you noticed how much the Nielsen
NCS No. 2 has expanded Lincoln-land?

KOjLiN"! \ covers Lincoln-Land .1 rich 69 < tuntj area
with I'M. Till" TV homes!

Lincoln-Land has i2 ( )<>.:2(iir families and KOI \ I \ 1- their
T\ Btation. This import. mi markel i- .1- independent ol
Omaha as Syracuse is <>f Rochester <>r Hartford is <>i
Pros idence !

Latest \\\\\. Telepulse and Videode* Bnrveya ill show
KOLN-TV dominates the Lincoln-Land audieno

Lei \very-Knodel ^i\<- you the whole storj 011 Kni VI \.
the Official CBS-ABC Outlel for South Central Nebraska

and Northern Kansas.

*See Nielsen NCS No 2

CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER

KOLN-TV

COVERS LINCOLN-LAND —NEBRASKA'S OTHER BIG MARKET
Wery-Knodel, Inc.. Exclusive National Representatives

SPONSOR

25 \m L957

A /

KANV is
Shreveport's

ONLY

ALL j

NEGRO

PROGRAM

STATION!

GET
THE
PROOF!

It's yours for the asking.

Write, call or wire the KANV
Representative in your area — NOW!

Tv and radio
NEWSMAKERS

Charles C. "Chuck" Woodard, Jr. has

joined the Westinghouse Broadcasting Co.

as administrative assistant to the president,

Donald H. McGannon. Woodard's varied

experience in administration and the busi-

^fy — 77 '"'" "'*''' "' network and station operations

^^^^"^^^^ i- expected to be "I considerable value

Ik jtflfek particular]) at this time when WB<

adding executive depth to its expanding
business operations. This expansion includes increased sales (first
quarter of 1957 was about 20 f 7 higher than the previous year I and
the recent purchase of WAAM-TV, Baltimore. Woodard comes to
Westinghouse from CBS TV. He joined the network in Hollywood
in 1950 and transferred to New York in 1953. Most recentlv he
has been handling business and legal problems of network program-
ing, local station operation, and film syndication activities at CBS.

Sherwood Dodge, former vice president
and national marketing director at Foote.
Cone & Belding, has joined Fletcher D.
Richards, Inc., as executive vice president
and a director of the agency. Dodge will
assume his new responsibilities on 1 June.
He has been associated with FCB since
1938. holding many posts including those
of: research and marketing director, ac-
count supervisor and a member of the plans board. Dodge also has
been very active in extra-curricular advertising affairs and currently
is, among other things, a member of the media relations committee
of the 4A's and also a director and member of the executive com-
mittee of the Advertising Research Foundation. Fletcher D. Richards'
present interest in air media includes the I . S. Rubber sponsorship
of Navy Log on ABC TV, just renewed for the 1957-58 season.

Jack McCrew has been named station
manager for KPRC and KPRC-TY. Hous-
ton, according to a recent announcement
made by Jack Harris, vice president and

1^" *n : mdl general manager of the stations. McGrew
^^ is a 27-year broadcasting veteran and has

^JP spent over 20 of those years at KPRC. He

started in the industry as an announcer for
KFDM. Beaumont. Tex., in 1930. In 1936
he joined KPRC also as an announcer. A vear later he was made
program director and in 1947 was named assistant manager and
national sales manager for the radio operation. In 1951 he be-
came assistant manager and national sales manager for both the
radio and television stations and held this position until his current
appointment. McGrew will continue to serve as national sales man-
ager along with assuming his new duties as station manager.

sponsor • 25 may 1957

court

purchasing
agent

SPONSOR

25 may 1957

SPONSOR

Spot radio's insecure triumph

Jm>1 two years ago when spot radio experienced its second
straight year of hillings decline, there were only a few in the
industr) who contended publicly that spot radio would come
hack strong. Having been among this small hand of opti-
mists, SPONSOR takes a certain measure of pride in the fact
that figures newly released by SRA for the first quarter of
1957 show that spot radio skyrocketed by 40.5% over 1956.

But we aren't ready to retire from tlie field of prediction.
We are confident now, as we were two years ago, that spot
radio has undreamed of potential.

The present triumph of national spot radio, however, rests
on an insecure foundation. Most of its progress has come in
the sale of "prime time" — 7-10 a.m. and 4-7 p.m. Spot ra-
dio is laden with commercials during these hours, largely
barren otherwise.

This makes no sense. Tremendous audiences often equal-
ing those of "prime time," are going to waste so far as na-
tional sponsors are concerned. To continue its growth, spot
radio must now r sell its fallow time with hard-hitting, dra-
matically-documented presentations like those responsible for
its great progress of the past two years. Not to do so is to
risk further over-congestion and advertiser discontent.

We predict the industry, including the station representa-
tives, RAB and individual stations, will successfully meet
this challenge. For the alert advertiser, the implications are
clear: Stake out \ our claim in nighttime spot radio today.

Promotion shark at work

This stunt proved that a
station will stop at nothing
to dramatize itself. It also
proves that radio station op-
eration is the best training
available for putting your
head in a shark's mouth.
The man in the picture is
Geoff Stirling, president of
CJON. Newfoundland.

THIS WE FIGHT FOR: Ao one who buys or

sells tv time can afford to stand aloof from the
question of fee vs. free tv. Fee tv will seriously
damage ti as we know it. Tell your congress-
man how yon stand on fee tv; tell him why.

lO-SECOND SPOTS

Fifi: A candy store chain in New
^ ork City is giving its customers a
chance to win Fifi. "a genuine cream
giving Jersey cow." The boy who
dreamed up this practical prize would
make a fine station promotion man.

Calypso: Now they've gone and taken
"Imager) Transfer"" radio concept and
written it into a new calypso song
called "Pretty, Pretty Image."' // it
sets a trend, we may soon have a
motivation research calypso titled "All
Day, All Night, Motivation" and per-
haps even "The Adman's Five O'Clock
Blues Calypso."

Lucky: For Howard Ward, manager
of WWBG, Bowling Green. O.. trou-
bles come not single spy but in bat-
talions. First, a flood inundated the
station. Just when it was pumped dry,
the twin tower blew over. Ward rigged
up an antenna to an observation bal-
loon, only someone shot it down. So
he reinflated it. sent it aloft again.
It then broke loose and sailed a\sa\.

Competitive: A San Mateo. Calif.,
theater manager distributed permits
entitling "bearer to leave vour tv set
for 2!/2 hours tonite to see 'Funn\
Face' because here is one vou can't
see on tv until 1963." We'll wait.

Debut: WBAL-TY. Baltimore boasts
the first televised and recorded piano
recital by a chimpanzee. Tv is build-
ing a real talent pool.

Huh? From N.Y Times — "The present
show, titled Caesar's Hour, began
in September. 1954. It is televised on
Saturdays from 9 a.m. to 10 p.m."
Ao wonder he's quitting!

Upping the ante: Lourenco Marques
Radio. Johannesburg, S.A., begins a
new show. The Sky's the Limit. The\
describe it as "a quiz programme with
no limit in prize money." Xothing
wrong with the British economy.

Throes: I he announcement of his
daughter's birth, designed b\ I'liil
Franznick. SPONSOR art director, i-
a booklet of 10 stop-motion photos of
an ash tray. The first pic shows a sin-
gle match in clean tray, then cigaretti
butts and matches gradually piled up.
Final page shows ashtray with only a
burning cigar and a single match in it.
Sort of a short, short picture story.

CHECK WTCN... where Bid thini happening!

Top sports station in sports-minded market!

And in 3 out of 4 years, WTCN Sports Director Frank Beutel named top
Twin Cities Sportscaster! He and his staff broadcast play-by-play reports of
Minneapolis Millers Baseball, University of Minnesota football-
basketball— hockey— and baseball, golf tournaments, and professional boxing . . .
for year-round sports programming, more sports than any other Twin Cities station!
Check your Katz representative today for ratings and availabiliti

WTC

MINNEAPOLIS - ST. PAUL

5000 WATTS ABC 1280 Kc

Represented nationally by Katz Agency, Inc. Affiliated with WFDF. Flint. WOOD AM & TV. Grand Rop.di WFBM AM t TV, Indianopolu

7/ //

Kansas City

a few

but most
people watch

KCMO-TV

Again, the facts: More quarter-hour
firsts* according to Pulse— February
1-7, 1 957— over 3 times as many as
the other two stations combined.

*Quarter-Hour Firsts

KCMO-TV-310
Station B - 62
Station C - 33

KCMO-TV
WHEN-TV
KPHO-TV
WOW-TV

Kansas City

Syracuse

Phoenix

Omaha

channel 5
channel 8
channel 5
channel 6

Joe Hartenbower, General Mgr.
Sid Tremble, Commercial Mgr.
Represented nationally by Katz Agency

KCMO-TV one of Mere

dith's Big -l all-family stations

Meredith Stations Are Affiliated with Better Homes and Gardens and Successful Farming Magazines

HT1C I r>4

UOCKFi

1 JUNK 1*8
40i ■ copytflO a y*a

IEW YOMK

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS US

- CH.

2 GREEN BAY

ES PERSONA! SERVICE TO tfce Lund, oj Mi£fe & Xwuu| !

MALL CITIES & BIG FARMS...360,000 FAMILIES

CHIN t*T

INEVITABLE:
A NIGHT RADIO
COMEBACK

In the n'\i

month*

-(•MM

client

will

III. ike

adve

iti-in^

ln.t il

1 1 in -

with

a nigh

i spol

i adio

!in\ ol size.

- vrh)

llii-

- now

in the i ard*

Page

A marketing
man's dream
product

Page 34

Fall network
tv lineup with
new show costs

Page 38

Campbell's new
ad team two
years later

Page 41

PHOTO BY DEL WILLIAMSON

More than 180,000 tons of primary aluminum a year
will soon roll off the lines here at the Olin-Revere Metals
Corp. site, 23 miles south of Wheeling. This is just part
of the $450-million Wheeling-Upper Ohio Valley expan-
sion. The growth of this area is fabulous, but no more
so than the popularity of "WTRF-TV, leader by a wide
margin in every accredited audience survey made in
this area. So keep your eyes on this market — just as
everyone in this market is keeping his eyes on WTRF-TV.

For availabilities and complete

coverage information — Cal

Hollingbery, Bob Ferguson,

VP and General Manager,

or Needham Smith,

Sales Manager,

Cedar 2-7777.

reaching a market that's reaching

316,000 watts

Equipped for network color

new importance!

more women listen to
WPEN'S 950 CLUB

than any other program

in Philadelphia a a a

REPRESENTED NATIONALLY BY GILL PERNA. INC.. \ ■ .. York, Ch IgO Los I .

SPONSOR • 1 JUNE 1957

1 June 1957 • Vol. 11, No. 22

THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE

DIGEST OF ARTICLES

Who will make the big night radio breakthrough?

31 Within the nexl few months, if- inevitable some client will make ad-
vertising headlines with a night spot radio buy of size. Here is why

Marketing man's dream

34- Max Factor's new Curl Control is what every marketing man would like
to have: a completely new product with a big tv budget to back it up

The fall network tv lineup

33 Charted here, all the shows and sponsors which are now set for a fall
start, together with costs of the new shows, show type percentages

Campbell's new advertising team two years later

41 Product manager system which revolutionized management approach
has proved itself. Here's how big tv-radio decisions are made today

Today's net radio sponsors

48 A network-by-network list of network radio's advertisers this month
with the amount of time purchased and brands now using the medium

FEATURES

28 49th and Madison

59 New and Renew

GO News & Idea Wrap-Up

6 Newsmaker of the Week

SO Radio Results

76 Reps at Work

54 Sponsor Asks

18 Sponsor Backstage

72 Sponsor Hears

9 Sponsor-Scope
80 Sponsor Speaks
56 Spot Buys
80 Ten Second Spots
14 Timebuyers at Work
78 Tv and Radio Newsmakers
69 Washington Week
24 Women's Week

In Upcoming Issues

Why Sinclair buys 10,000 six-second spots a week

SPONSOR estimates Sinclair is today spending $1.5 million annualh for
spot radio short-shorts to cover its huge marketing area economically

Tv basics/June

June Comparagraph will feature programing costs, how competing clients
compare, alphabetical program index and spot television basics

Editor and Publisher

Norman R. Glenn

Secretary-Treasurer

Elaine Couper Glenn

VP— Assistant Publisher

Bernard Piatt

General Manager

Arch L. Madsen

EDITORIAL DEPARTMENT

Executive Editor

Miles David

News Editor

Ben Bodec

Senior Editors

Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch

Assistant Editors

Joan W. Holland
Jack Lindrup
Betty Van Arsdel

Contributing Editors

Bob Foreman
Joe Csida

Art Editor

Phil Franznick

Production Editor

Erwin Ephron

ADVERTISING DEPARTMENT
VP— Advertising Director

Arnold Alpert

New York Manager

Charles W. Godwin

Western Manager

Edwin D. Cooper

Southern Manager

Herb Martin

Production Manager

Jean L. Engel

Advertising Staff

Jane E. Perry

George Becker

Ginger Dixon

Administrative Coordinator

Catherine Scott Rose

Administrative Staff

M. Therese McHugh

Circulation Department

Seymour Weber
Beryl Bynoe
Emily Cutillo

Accounting Department

Laura Oken
Laura Datre

Readers' Service

Betty Rosenfeld

Member of Business Publications
Audit of Circulations Inc.

DEE!

SPONSOR PUBLICATIONS INC.

combined with TV. Executive, Editorial, Circu-
lation and Advertising Offices: 40 E. 49th St.
<49fh & Madisen) New York 17, N. Y. Tele-
phone: MUrray Hill 8-2772. Chicago Office:
161 E. Grand Ave. Phone: Superior 7-9863. Los
Angeles Office: 6087 Sunset Boulevard. Phone:
Hollywood 4-8089. Printing Office: 3110 Elm
Ave., Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign $11. Sin-
gle copies 40c. Printed in U.S.A. Address all
correspondence to 40 E. 49th St., N. Y. 17,
N. Y. MUrray Hill 8-2772. Published weekly by
SPONSOR Publications Inc. Entered as 2nd class
matter on 29 January 1948 at the Baltimore
postoffice under the Act of 3 March 1879.

Sponsor Publications Inc.

MOST EYES ARE ON KTHV

IN ARKANSAS'

KTHV is seen, heard, and ijets regulai viewing response
throughout MOST of Arkansas! Please Stud] the mail map
above. Notice that it includes 62 Arkansas counties — notice
KTHVs penetration to all six surrounding State borders, with
mail actually being received from viewers in Mississippi,
Missouri, Oklahoma and Texas I

With 316,000 watts on Channel ll and with the tallest antenna
in the Central South (1756' above average terrain) K.IHV
sells most of Arkansas.

Your Branham man lias all the />/';' KTHV facts. Ask him!

KTHV

Channel 11

LITTLE ROCK
316,000 Watts

Henry Clay, Executive Vice President B. G. Robertson. General Manager

AFFILIATED WITH KTHS, LITTLE ROCK AND KWKH, SHREVEPORT

This

little pi

went
to

mark

... thanks to koin rv. And his stock soared Letj n yman\K l Mackay
of Miller, Mackay, Hoeck and Hartung tell you t Ik real life success story
oi Bar-S Holiday Ham, a luxun item in search o\ a market.

r <-

"Bar-S was virtually unknot n in the Portland, ( Oregon market, and had
major competition to overcome. We tried various advertising approaches,
hut none succeeded, until we turned to television, on koin i\. I hen.

the consumer demand was so marked — and SO immediate that Bai S was
ahle to increase its distribution widel) . not onlj in Portland but throughout
the entire \ alley area. As a result, Bar-S enjoyed a health) 60* < sales
increase in 1956 over 1 955... all the more impressive when you consider
that it was accomplished in a period o[ slightl) over six months!"

Unusual? Not at all. Bar-S Holiday Ham is no different from the hundreds
of other products and services, large and small, which expand their markets
and create new markets by using one or more o{ the 1 3 telex ision stations
( and the regional network ) represented by CBS Television Spot Sales.
Good spot to be in!

Representing: w< BS i \ New York, \\ bum i \ ( hicago, kn\i Los Vngeles, w< \i i\ Philadelphia,
u mi-. i\ Washington, WBT\ Charlotte, wbtm Florence, wmbr in lacksonville, km r> Sail 1 .ike (
KGUL-tv Galveston-Houston, wxix Milwaukee, koin i\ Portland (Ore i. WH< i Hartford, and the
CBS. Television Pacific Network

CBS Telex ision
Spot Sal

II50 KC

GL 9

O O

Why
should
I buy-

)!,

,C . CaU8e Mngs are han
" ,n e in ihe M .

And we're
r sad

24l 10IIrs 1 , ex P a »ding to

e ep up.

love to Buy ^^^

Our story: a series of suc-
cess stories. We believe in
hard-hitting merchandis-
ing and Things Happen
... on

KFJI!

Domi^uiied- . . .

SOUTHERN

NORTHERN

OREGON* CALIFORNIA

* money rnapkeTjS"

Best Buu

KLAMATH FALLS, OREGON

Ask -the Meeker Co.

5000 W

I of the week

he h

as risen

w ith

The news: The appointment of William S. Morgan, Jr., gen-
eral manager of KLIi . Dallas, as programing vice president of
the IBC Radio Network, reflects the growing respect for independent
station personnel as well as the determination of AB-PT to repeat
in network radio its successful challenge of network tv's leaders.

The newsmaker: It can be said without fear of successful
contradiction that before Bill Morgans appointment, those not inti-
mately familiar with him would not have given him a chance in the
world of becoming a network radio programing chief. Item: He
has been in the broadcasting business onl\ five years, came into it
from insurance. Item: His prime broadcasting background is sales,
not programing. Item: His only link with web radio programing
has been as a listener. Item: He is only 38.

During Morgan s five years in radio, however,
a speed few can match. His debut
in radio ran concurrent with the
debut of KGKO. Dallas. He began
as sales manager on the new inde-
pendent and when he left to join
KLIF two years later he was gen-
eral manager. He leaves KLIF as
vice president of the McLendon
Corp. in addition to being general
manager of the station.

These facts were well known to
new ABC Radio President Robert
Eastman, a former John Blair \
Co. executive, since KLIF was a
Blair-represented station. Though Morgans contact with network
operations has been slim, Eastman reasoned that radio programing
is a matter of skill and execution no matter what the audience.
Eastman also felt that, with Morgans sales background and the fact
that programing and sales are so closely linked in local station opera-
tion, Morgan would bring with him a keen perception of the needs
of network salesmen.

Both Eastman and Morgan have made clear that ABC Radio will
steer clear of recorded music in its new programing plans. But
Morgan's healthv respect for news coverage la hallmark of the KLIF
operation) will be brought over into his new job. Moreover, no one
should be surprised if. once the program plans jell. ABC calls at-
tention to them with giveaway hypos, a successful gimmick among
the news-and-music outlets.

Morgan points out that, even with big prizes, giveaway promotions
need not he expensive. One of Morgan's giveaways at KLIF in-
volved a treasure hunt for a $50,000 check hidden in a Coca-Cola
bottle. It was found hv a plasterer six hours before the deadline
(after which it would have been worth onl\ $500 i . However, Lloyds
of London, which hid the bottle, bet it wouldn't be found in time
and the insurance premium cost KLIF onl\ $6,500. ^

tf illiam S. Morgan, Jr.

SPONSOR

1 june 1957

RRRR

■III

RRRR
RRRR
RRRR
RRRR

KNXT HAS JUST WON ITS 99TH* MAJOR PUBLIC SERVICE AWARD
OR CITATION IN 48 MONTHS. THIS IS BEYOND QUESTION ONE OF
THE MOST EXTRAORDINARY RECORDS IN TELEVISION HISTORY.
KNXT, CHANNEL 2 IN LOS ANGELES, CBS OWNED

*THE OHIO STATE UNIVERSITY AWARD ANNOUNCED MAY 6 IKNXTS SECOND IN TWO
YEARS). FIVE WEEKS EARLIER KNXT WON THE DUPONT FOUNDATION AWARD. THESE
-LIKE THE PEABODY AWARD WON BY KNXT LAST YEAR AND THE SYLVANIA AWARDS
WON THIS YEAR AND LAST -ARE AMONG THE MOST COVETED AND MOST MEANING-
FUL AWARDS IN THE BROADCASTING INDUSTRY FOR PUBLIC SERVICE PROGRAMMING.

SPONSOR

1 JINK 195'

—

n^H

la 3sj»

'fcKr-r^™ 1

WNHC-TV LEADS -DAY AND NIGHT!

Sign on to sign off, seven days a week,
WNHC-TV, New Haven-Hartford,
trounces all competition. In a 14-county
area covering 896,000 TV homes,
WNHC-TV delivers average audiences
210% greater than top New York City
station; 244% greater than Hartford;
174% greater than New Britain.
WNHC-TV nearly triples monthly
coverage of next Connecticut station,
delivering all of Connecticut plus
entire Springfield-Holyoke market
area. Your Katz man has the facts:
ARB, Nov. 1956; Nielsen NCS # 2, 1956.

TRIANGLE STATION

WNHC-TV

NEW HAVEN-HARTFORD, CONN.

Channel 8

ABC-TV -CBS-TV

Represented by KATZ

RHe

operated by : Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM • TV, Philadelphia, Pa. / WNBF-AM • FM • TV, Binghamton, N. Y. / WHGB-AM, Harrisburg, Pa.
WFBG-AM • TV, Altoona, Pa. / WNHC-AM • FM • TV, New Haven-Hartford, Conn. / r

Office, 485

■TV, Lebanon, Pa.

New York 17, New York

■ MB

ESPECIALLY IN HARTFORD!

SPONSOR

1 june 1957

Must tignificant ti un<l radio

newt <>! the week with interpretation

in depth for but) readert

SPONSOR-SCOPE

I JUNE

More than jrou might realize right now. the boon in network i% has Maeted open
an opportunity for spot telleri tliat looks really bin. This •reek thai riata irai riaible
mainl) through statistics, hut reps and Mtutinn people quieklj were getting set i<>
i - 1 1 — 1 1 in.

This i- tin- situation :

• Tin* tv networks arc loading up with more sponsored nighttime -how« than .i
l»ni —

• Fewer advertisers an* involved, so —

• There's a potential group of excluded (and experienced) customers t«> l><-
wooed bj -pot.

The superficial paradox of big network sales vs. fewer advertisers i- resolved easib when
you sto|i to consider that the hip fellow- are 1 i taking on more commitments, and 2) adding
more alternate sponsorships. That puts tin* squeeze on the totem pole.

Though the network selling season isn't closed oul complete!) ret, the following break-
down gives a clue to the way trends are shaping up:

CATEGORY
Appliances
Auto

Auto accessories
Beverages
Ciirarettes-Tohaec o
Drugs-Toiletrie-
Food Product-
Soaps-cleansers
Miscellaneous

TOTAL

no. COMPANIES

-I I K)R 1957-58

6
19
22

8
10

NO. COMI'VMf-
LAST (>< TOBEH

6
■2:
24
10
16

119

What happens in the Los Angeles market ina\ or ma\ not be an omen of the trend
in spot tv, but here are some figures from Rorabaugh Reports that rep* deem sig-
nificant land why the situation described above is so welcome).

Total number of tv spots on all seven L \. stations:

1st quarter, 1957: 647 spots; 1st quarter. 1956: 718 spots; final quarter. 1956: 784 spots.

(Look for "The hypo spot tv needs" in 15 June sponsor. 1

When you think of tv pace setters, you automaticall) face Cincinnati or New >. ork and
bow to P&G or General Foods. Now get set for another one: Revlon.

At the rate Revlon is picking up network showa, it BOOB could find itaeJf on a
nighttime par with the traditional giant-.

Revlon seems set to add an alternate hour of Crisis M'.( FA roster, which

already consists of all of $64,000 Question and half of $64,000 Challenge, Walter Wmcheu,
and Guv Mitchell.

Vnother half-hour show may he spotted on CBS TV. If that happens, Revlon'«
1957-58 bill will run to around SI 7.5 million.

Note: Revlon's sales have been so whopping the first quarter of 1957 that it*s
due to pay a S2 dividend, compared to $1.20 for the final 1056 quarter.

SPONSOR

1 june 1957

SPONSOR-SCOPE continued . .

Judging from reports of feelers, quite a number of upper echelon agency jobs are
floating around this week. Worth mentioning:

McCann-Erickson: a post in senior management; BBDO: an assistant marketing di-
rector: JWT: a marketing man.

Vick's air media plans for the coming fall have some new twists.

In conjunction with daytime network tv, Vick contemplates using radio to reach
the rural and small town market. The likely huy: Mass stations packages, like the
Keystone Network.

Without ballyhoo, General Motors' various divisions are piling up millions of
dollars of billings on CBS Radio.

GM's total program time per week adds up to 4 hours and 10 minutes per week (com-
pared to the 4 hours and 40 minutes that Ford has bought on the same network, starting this
fall).

The GM buys include shows for such divisions as Frigidaire. Delco, and Pontiac.

("For a detailed breakdown of GM's network radio purchases, see sponsor's complete
roster of network radio clients, page 48.)

Esty's timebuying department is warning stations: Stop nudging the Ballentine tv
commercials with orange juice and other soft drink blurbs.

The agency would like a buffer zone of 15 minutes between Ballentine and other
beverages, but will settle for 10 if it has to.

An agencv official takes this stand: "You can't blame a client who has sweated for 25
years to build his business to get irritated at an adjacent commercial telling about the cool-
ing effect of frozen orange juice."

This example may be an isolated one, but when WHEC, Rochester, this •week re-
duced its nighttime rate to 50% of daytime it found a quick customer in Decaf.

The buy (through D-F-S) was for 40 spots a week. The deal was not tied in with any
daytime spots.

The agency's post-buy comment to WHEC's rep, Everett-McKinney : The client
couldn't resist the favorable price.

Footnote: WHEC hadn't sold a nighttime national spot in about six years.

Question: Are the income and other characteristics of the people who listen to a
network radio show much different from those who tune in disk jockeys? Answer: No — at
least not on the basis of a pilot study in four cities.

The source of this information is C. E. Hooper, now engaged in an ambitious
qualitative survey on radio audience composition.

Hooper has revamped the questionnaire on which the pilot study was based and plans
to extend its probe to anywhere from 40 to 100 cities.

The study may become a part of the firm's regular station ratings' service.

Will Leonard Goldenson soon name a president for ABC TV?

sponsor puts a question to Goldenson in the course of interviewing for an upcoming
article on him. His answer:

Ollie Trevz. as vp in charge of ABC TV. now has all the power and responsibility he
would have if ABC TV were a separate corporation (like the recently formed ABC Radio)
and if be had the title of president.

(For more on Goldenson's look into ABC's future and his views on the industry at
large, see the 15 June sponsor.)

10 SPONSOR • 1 JUNE 1957

SPONSOR-SCOPE "'nnnued

\ recurring woe to tin- reps that's lacking up lit now I he haereaaing ten*

denc) among national advertieere to l>u> al local rate* often with tin- bleating and
even belp >>f their national agencies.

SPONSOR-SCOPE this week checked with several agencies whose clients are on i I
rate buj ing spree and learned :

1) Mo-i of them don't favor the practice, but sarj thej can'l rerj well talk
hack when tin- client reminds them that a competitor i- buying In- spot through distributors
.it local rates.

2) The usual procedure hi that the diatribntor consnlta the agenej on price and
schedules For which the agency gets a fee or eommiasion.

3) Ml paymenta are made through the diatribntor.

Stations meantime tell the reps: If we don't granl local ratee. our eompetitora *>ill.

To counter the splurge made by All-State (Sears, Roebuck) and Nation-Wide in policy

writing, the National Association of Insurance igentfl will Spend around .*!> million
this fall in network tv. network, and spot radio.

Doremns, the NATA's agency, told SPONSOR-SCOPE this week thai the independem
brokers' campaign will (11 plus; the Identity of the \'\1\ seal: (2) remind thai the indepen-
dent broker serves the best needs of the community; and (3) BUggesl thai onlj personal
service assures right and adequate coverage.

Delco, a member of the General Motor* family, will drop it-* share of Wide,
Wide World next fall and strike off by itself tv-wise.

Delco's network plan calls for six or eight Bpecials "n CBS TV produced <>n color film
by Lowell Thomas. Thev will be a sort of combination of Seven Wonders of the World
and Yon Are There.

Pre-Christmas buys of nighttime network tv shows continue to snowhoIL

Latest hatch involves Shaeffer Pen. Polaroid, and Lane Cedar Chest. The -how
Is NBC TVs Perrv Como.

Cost of time and talent per shot: $85,000 an estimated 13.50 per-l,000-homea-per-com-
mercial minute.

The topside at Bulova appears divided on network tv policy.

One faction strongly favors longtcrm commitments because of the franchise value.

At the opposite pole are those who favor network facilities only when special seasonal
promotions are needed: thev would relv on spot to keep the Bulova name con*tantl\ be-
fore the consumer.

Using Nielsen as a source. TvB cites the-e figures to Bhow that the average nighttime
network program this season got a bigger rating "and audience! than ever.

PERIOD

VVG. RATING

\vr.. NO. HOI

% \\> i

Jan.-April 1955

23.3

6.356.000

Jan. -April 1956

7,532,000

Jan.-April 1057

9,086,000

SPONSOR

1 june 1957 H

SPONSOR-SCOPE continued

ABC, both radio and tv, this week found new business unusually perky.

The biggest coup on the tv side was the pickup of around $4 million in billings from
Kellogg. The deal calls for alternate-week sponsorship of Circus Boy and a 5-5:30 strip for
reruns of adventure shows like (Lancelot and Buccaneer) .

Another tv sale was Friday 10-10:30 p.m. alternate weeks to Campbell Soup.

New ABC Radio business for the past week — which amounted to around $750,000
net — includes Miller Brewing, Beltone Hearing Aid, Admiral Corp., and C. H. Mussel-
man.

CBS Radio meantime has signed a new piece of business from Philip Morris and
several renewals.

The latter came from Wrigley (52 weeks of the Pat Buttram Show) and Simoniz fa
quarter-hour segment of Art Linkletter's House Party).

Lever Bros.' assumption of the trademarks and marketing responsibility of
Monsanto's "All" detergent got this two-fold commentary from Madison Avenue marketing
experts :

1) Lever now can compete more equally with P&G and Colgate in the mass
detergent field.

2) The deal places Lever in a preferred position with one of the country's biggest
developers of chemical products fa major feather in Lever's cap).

As a side observation: Monsanto's withdrawal from the distribution of consumer goods
proves once again that it doesn't pay industrial giants to divert their top manage-
ment and staff from the basic business of researching and manufacturing.

Colgate's wholesale personnel shakeup of the past week looks like a real stem-
to-stern job.

The exodus is reported to have affected 175 people in market research, development,
and the chemical laboratorv.

Latest trend among Hollywood tv producers is to ally themselves with freelance
live programing firms.

Screen Gems this week lined itself up with the Henry Jaffe Enterprises, while
Hal Roach, Jr., is on the lookout for a similar union.

Where "production values warrant," says Screen Gems, the Jaffe contribution will use
a blend of live and film production. That's also Roach's intent.

Roach's plans also include issuing stock so that he can buy a distributing firm and ac-
quire a producing studio in the east.

Fabulous talent developer and salesman Tom Rockwell this week turned over much
of the pressure of running GAC to 44-year-old Larry Kanaga.

Kanaga, heretofore RCA Victor v.p. and gen. mgr., takes over the presidency from the
55-year-old Rockwell who moves to the newly created post of board chairman. Rockwell
intends to continue handling some of his tv accounts.

A few of the names that Rockwell brought to the air media: Bing Crosby, Ruth Etting,
Frank Sinatra, the Andrews Sisters, Perry Como. Jo Stafford. Peggy Lee, the Mills Bros..
Frankie Laine, Jackie Gleason, Parti Page.

For other news coverage in this issue, see Newsmaker of the Week, page 6; New
and Renew, page 59; Spot Buys, page 56; News and Idea Wrap-Up. page 60; Washington
Week, page 69; sponsor Hears, page 72; and Tv and Radio Newsmakers, page 78.

12 sponsor • 1 JUNE 1957

HOOPER PULSE TRENDEX

It *s still una in niuiis in Omaha. All 3 major surveys show KOWH continuing to lead the |>a>-k.

Latesl (April-Maj Hooper gives KOWH tl Ige all-day, with 32.8 audien

Latest Omaha Pulse March shows KOWH firsl in the morning, tirst in the afternoon and
tii-st all day, with a 31.0^5 average daytime audience . . . and with 246 <>ut <>f 264 tirst pi.
daytime quarter-hours.

Latesl Omaha Trendex gives KOWH a whopping 10.9$ all-day avi ig
manding lead both morning and afternoon.

This is the kind of leadership K< >\VII continues to place at your s
pasl six years. Call Adam Young Inc., or tali to KOWH General .Man

KOWH

aha

The Storz Stations

TODD STORZ.

Today's Radio for Today's Se/I in

President

k - - .j

WDGY WHB WQAM

Minneapolis-St. Paul Kansas City Miami

Represented by John Blair & Co.

KOWH WTIX

Omaha New Orleans

Represented by Adam Young Inc.

SPONSOR • L JUNE 1957

Edward

PETRY

& Company, Inc.

MEWS! PQtry just
captured KOBY..:

KOBY has captured the
NO. 1 spot in San Francisco!

KOBY is proud to have a No. 1 national
representative like Petry telling KOBY's
tremendous success story. Be sure you
get the tacts soon on Petry's new king
size radio buy in San Francisco! You'll
discover KOBY is the entire Bay Area's
No 1 independent — March-April Pulse —
weekdays 6 a.m. -mid. 7.3, Saturdays 7.6,
Sunday 9.3. March-April Hooper — week-
days 7 a.m. -6 p.m. 21.3, Saturday 27.9,
Sunday 34.7. Nie'sen agrees — rates
KOBY at 20,000 NSI Area Audience 6
a.m. -mid. KOBY operates full time —
10,000 watts make it the most powerful
independent in the nation's 7th largest
market. See your Petry man pronto!

KOSI has captured the
NO. 1 spot in Denver!

KOSI ratings continue on a fast upswing
— April-May Hooper — 17.2 a.m., 21.4
p.m. share; February Pulse 155 all day
average! Proof KOSI is Denver's fop
independent station. KOSI's
5000 watts — full time opera-
tion combined with its
high popularity make it
definitely a basic buy
in Denver. Represented
nationally by Forjoe.

Mid-America
Broadcasting Co.

In Greenville Mississippi
WCVM is No. 1 in Hooper
& Nielsen

Timebuyers
at work

John Marsick, assistant media director. Kudner Agency, Inc., New
York, comments: "As one permanentl) engaged in timebuying, I
cant over-emphasize the importance of reading trade periodical-
such as sponsor. It's an old axiom in our business that periodicals
print information before the parties concerned know about it. Be-
sides disclosing who's doing an bat
for whom and how much, peri-
odicals serve as easy-to-read text
books on air media. Air media is
an ever-changing business — pro-
grams come and go (sometimes
the) go before they come), new
stations open up. affiliates change,
etc. All this information the time-
bin er must know to make intelli-
gent purchases and the only accu-
rate source he can turn to is the
trade journals. In addition, the
guide books such as sponsor's Fall Facts Basics, Buyers' Guide,
and Timebuying Basics are necessary tools for all media people, new
and old in the business. Timebuying Basics alone covers all methods
of audience measurement, the pitfalls in audience research, qualita-
tive research, correlating the markets with \our product, the value
of merchandising, and all phases of network and -pot operation.

Edward C. Fieri, Jr., BBDO. New York, thinks that spot tv this
fall will offer greater flexibilitv than at anvtime in the past because
prime tv availabilities will be easier to obtain. "There are several
reasons for this, Ed says. "Number one, in multi-channel markets,
the firm establishment of a three-network structure means that high-
rated adjacencies will no longer be
limited to onl\ two networks.
Number two, the growth and im-
proved quality of feature films ba-
made possible effective bin ing in
fringe time periods. This trend
should become stronger as more
post-war films are released. Fea-
ture films also olfer an opportu-
nit\ to obtain high-rated minute
spots. Number three, the major
programing changes being done
on all three networks. In some
areas, prime network adjacencies have been blocked by holders of
franchise spots. The program changes will offer an opportunity to
establish new franchises." Ed concludes thai "those who have spots
adjacent to network programs that will be replaced in the fall, will
have to decide whether to remain with their current franchises or
establish new ones and adjust the scheduling for them according ."

1 I

SPONSOR

1 june 1957

Talk about
promoting!

Radio's
best on

*oi

fO*?

-«\G>#

^""""'•a*.

123 on Y»"

We don't talk about it. We do it! And in spades. Day
in and out 'round Baltimore we talk up WITH and
our advertisers. Nobody but nobody is immune
to it. Even the steeplejack atop City Hall can see our
giant 1 1 :f:l Z H U>:i M Z W in the heart of town
and our EBEBH3S& and our mthhhm;m»
Housewives see them, too, as well as our

inSHMEHlHS& and our daily

■ Z 1 4VH JX J 3 ; Wil »>■♦ And when they visit their
food store any food store, chain or independent- they
see powerful W-l-T-H E3EB5EH31^ New
Baltimoreans learn about us right off the bat through

IVi I Had §EEB *^^ Teen-agers pick up a
W-l-T-H weekly ■ :ilMiij:im«H»3j:fr on every
excursion to their record store. Constant

EHSM2nj>and tl;Mi]«*» flow to the

«--.«.

food and drug channels. Promoting? It's our lifeblood
— and one of the big reasons why W-l-T-H has twice as
many advertisers as any other Baltimore radio station.

in Baltimore

Tom Tinsley President

R. C. Embry Vice Pres

National Representatives: Select Station Representatives

in New York, Philadelphia, Baltimore, Washington

Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta

fe v-

SPONSOR

1 june 1957

>w'

VIEWERS IN JUS

HIGHWAY

HIGHWAY
PATROL 7

starring

BRODERICK

CRAWFORD

ivjR

EA^

|NC-

S365*-

LA* ° F * 1 "' '

con^*!^ watiot^ 1 r °, patrol- ^

P.esul«-

Tonal * at persons..

29 -°

i i

23,^°

29-0 rt * survey,^'^

^rector

THIS ARB 29.0 IS HIGHER
RATING FOR THESE SHOWS

Playhouse 90 27.4

Bob Cummings 27.4

Zane Grey Theatre 27.2

Line Up 27.0

Life Of Riley 26.6

Robin Hood 26.5

Studio One 26.0

Loretta Young 25.2

Peoples Choice 25.1

George Gobel 24.7

Mr. Adams and Eve 23.1

THAN THE ARB NATION/
(MARCH, 1957):

Adventures Of Jim Bowie 23

20th Century Fox 2j

Lux Video Theatre 2*

Broken Arrow 21

Cavalcade Of Sports 21

Navy Log 21

Ozzie and Harriet 2C

Welk's Top Tunes

Conflict

Big Story l c .

Big Surprise IS

«A««« T

JAMES W. SEILER*. Dl- «

RECTOR OF ARB. super-
vised the compilation of
the ARB rating facts^in <—
this ad. This (fata
proves HPOHWA/ PA
T R Ot '€ -overwhelming*
audience appeal. , '

MaV ^'

Ziv *elevl£ Road
l529 *adiec. 6j0hi o

ci ncinnat

Rati2S

25,8

THE

pet? I
(add

231

? \jlSM

CLOSED BY NATIONAL RATING ANALYSES . .

NE WEEK FOR

PATRO L !

95/

P ULSt .M

■d Theatre

#>a Hour

♦ >ert Montgomery Presents

Hducers Showcase

Ift TV Theatre

■ asure Hunt

Pont Cavalcade Theatre

Be Service

Kmy Thomas

ARB National March

19.3
19.3
19.2
17.9
17.8
17.8
16.7
16.0
15.8
15 1
13.5
12.1
10.9

1957

DR. SYDNEY ROSLOW.
DIRECTOR OF PULSE.
INC. directed the tabu-
lation of the special re-
port proving that HIGH-
WAY PATROL is a rec-
ord-breaking TV series.

TIME

AFTER

TIME...

ZIV
SHOWS

IN CITY

AFTER

CITY!

COLUMBUS

GEORGIA

3 county metropolitan area

USES THE LOCAL
& NATIONAL FAVORITE

WRBL

IN THE NATION

in per family income

($7,339.00)

Rank in the
Nation

97th—

98th—

Source: 1957 Survey
of Buying Power

in population
—236,800

in effective
buying income
—$379,416,000

WRBL-TV— first in 310 out of 409 quarter hours-
March Telepulse. WRBL Radio leads by 55% in
home delivered — N.C.S. No. 2.

WRBL

AM - FM - TV

COLUMBUS GEORGIA

CALL HOLLINGBERY CO.

by Joe Csida

ponsor

Tv's'first lO: the clash offcolor

As the sun set on my last piece I was talking
about the past 10 years in television — and what
a fascinating decade it was! In 1946, for ex-
ample, both RCA and CBS were starting their
big pushes on the all-electronic and the mechani-
cal color tv systems respectively.

Four \ears later on 16 October 1950 the Fed-
eral Communications Commission approved
CBS color, and set 20 November as the starting
date for its commercial introduction. It took. RCA just five da\ s to
block, the FCC decision. On 23 October General Sarnoff and com-
pany filed suit in the Federal District Court in Chicago seeking a
temporary injunction against the FCC's decision, pending eventual
determination of a suit for a permanent injunction.

Christmas of that year, the Federal District Court dismissed the
RCA complaint but banned commercial operation of CBS color,
pending a Supreme Court decision on the matter. To condense an
epic story, RCA, of course eventual!) won the battle. FCC approved
its all-electronic, compatible color system and the CBS mechanical
system was discarded forevermore.

It had been a tense and deadly struggle, with millions of dollars
worth of basic patent royalties at stake, among other considerations.
Fundamentally the RCA victory belonged to the great research engi-
neers and scientists operating out of the David Sarnoff Laboratories
in Princeton. N. J. But the Radio Corp. legal eagles could take a
deep bow too.

RCA's victory was costly

It is estimated, however, that its color tv push in the vear 1956
represented a dead loss (if an investment can be thus termed) of
close to $7,000,000 to RCA, and the end is not yet in sight. So
maybe there are moments when Bill Paley, Frank Stanton et al
aren't too unhappv about having lost that particular bout.

In some quarters it was said that CBS was foolish to take on the
RCA giant in the color battle in the first place, but it doesn't always
follow that a smaller company can't win an occasional important
battle from a larger firm. I remember as though it were yesterday,
although it was actually 7 December 1953, when General Sarnoff ad-
dressed a small group at the aforementioned Princeton Laboratories.
The General discussed tv tape among other things. The RCA scien-
tists, he said, had completely tested and confirmed all the principle
elements of both black-and-white and color tv tape.

It would be about two years, Sarnoff opined, before t\ tape would
be introduced to the commercial market. He didn't miss the timing
li\ much. It was just about two and a half years, in April of 1956,
at the NARTB Convention in Chicago that tv recorders were intro-
duced to the commercial market. But. as you know, not b) RCA,
but by comparati\el\ small Vmpex.

So successful was Vmpex's introduction of the tv tape recorder

SPONSOK

1 JUNE 195'

KPTV • PORTLAND hVHF

Channel 12 • nbc Tele

vision

SPONSOR • 1 .11 m: 1957

KPTV Oregon's first television station
and the world's first commercial UHF
station now gives you a new, VHF
Channel 12 in the Portland market. When
you buy KPTV Channel 12, you get four
exclusive "plusses" offered by no other
Portland TV station: (1) Top-rated NBC
shows and stars; (2) The best local shows
and film packages of two stations (KPTV
merged with KLOR, the former Channel
12); (3) Almost 5 years of viewer loyalty
to Oregon's first TV station; (4) Proven
results for hundreds of advertisers. Be sure
the bright, new KPTV, Channel 12 is on
your advertising schedule.

KPTV

Channel

Portland, Oregon

NBC Television

Represented Nationally by George P. HoiUnberry Co.

KORl audience
\n Lansing

20 to 1 P<w er

5000

iivirt

VII Ml*

Feb ^Nlar. '57 Hooper

In Lansing Shows
MONDAY THRU FRIDAY

7 -00 a.m.—
\l noon

\l noon—
6.00 p.m-

YilLS Station B

58.9 I ^ 6

54.6

32.7

UHSIHG

richigm* i

M ore listeners than

all other stations

heard in
Lansing combined

♦Jan. tnru Mar. average
C. t. Hooper, >nc.

m . ,>>as sports
music ^ J

Represented Nationally by
Venard, Rintoul & McConnell, Inc.

Sponsor backstage continued . .

that the firm wrote over $4 million worth of business on the equip-
ment righl at the convention. \n<l among the buyers was RCA's
National Broadcasting Co. So where CBS failed to take the Radio
Corp's measure in color television, \mpex took it handily in the tv
tape field.

Other interesting facets of the \ ideo scene shine out in one's niein-
ory today. It was only recently that Sid Caesar severed his relation-
ship with NBC. Apparently the comic will now he going into
the film business with a gentleman named Sylvester (Pat I Weaver,
who also left NBC not too long ago.

Well, it was 1949 when these two fellows were starting on the
paths, which today seem to be bringing them together. In Januarv
of that year Caesar starred in the first full hour musicals ever done
on television. It was a show called the Friday Night Frolic, spon-
sored by Admiral on the combined NBC and DuMont networks.
Working with Sid was Imogene Coca and Marge and Cower
Champion.

In Julv of that \ear Pal Weaver left Young & Rubicam to go to
NBC as vice president in charge of television. It was only four vears
later in March of 1953 that Pat announced his plans for the first of
the 90-minute spectaculars. And just about another three \ears be-
fore he was through at NBC. It will be interesting to see what the
next decade will bring Pat and Sid.

Longevity may be in approaeh to life
The last 10 years also saw the telecasting of two public affairs
shows which completely captured the peoples imagination. These
of course were the Army-McCarthy hearings, and the Kefauver Sen-
ate Crime Committee sessions. Perhaps \ou will agree that the two
most acid characters in these telecasts were the late Senator Joseph
McCarthy, and the late Rudolph Hallev. counsel for the Kefauver
Committee. You might also agree that two of the most placid and
benign of the cast of characters were Senator Kefauver. himself,
and attorney Joseph Welch of Boston. Senator Kefauver and Mr.
Welch are still very much with us and active in television. The lat-
ter did a couple of excellent Omnibus jobs recently, and there i-
talk that Kefauver is cooking up an anti-trust idea, which may have
a decided bearing on the future of tv networks. Kefauver. too. of
course, was quite prominent on home screens during the last Presi-
dential campaigns.

It makes one wonder whether one's basic approach toward the
pursuit of a goal isn't, indeed, a major factor in one's longe\it\.
Senator McCarthv and Rudolph Halley were both much younger
men than Senator Kefauver and Joseph Welch. And they pursued
their goals with much more caustic and bitter determination than did
the latter two gents. Maybe this is one of the small lessons of the
past decade. Or maybe its just a coincidence. ^

Letters to Joe Csida are welcome

Do you always agree with what Joe Csida says in Sponsor
Backstage? Both Joe and the editors of SPONSOR will be happy
to receive and print your comments. Address them to Joe
Csida, c/o sponsor, 40 E. 49//;. New York 17, New York.

SPONSOR

1 june 1957

REAL

*»• -*J

LISTENERS

WCCO Radio, with its vast, 114-county basic service

area in four Northwest states, delivers the region's

biggest audiences— a weekly circulation of 723,860

families." That's from 2 J ■_> to 28 times greater than all other

Minneapolis-St. Paul stations! What's more, they are

real live listeners — not casual tuners-in lulled by a

constant din of background music. This is the result of

WCCO Radio's reed live personality local and CBS Radio

Network programming, which attracts and holds attentive

listeners. Simply stated: More people listen to WCCO

Radio. And they hear more, including your sales message!

wee

he Northwest's 50,000-Watt Giant

linneapolis-St. Paul

^presented by CBS Radio Spot Sales

■NCSNo.2

RADIO

Another reason why WTVT is your best buy in the Twin Cities of the South!

31 out of 50 top-rated

Ww I V I dominates Tampa -St. Petersburg viewing not only
with CBS programs, but with local shows, too! WTVT news,
sports and weather dominate viewing in their time periods.
Whether your schedule calls for network adjacencies or
spot program buys, you get top audience, top results on WTVT!

* ARB Feb. 1957. WTVT is top station -67%
more quarter-hour firsts than the second station!

TAMPA- ST. PETERSBURG

Twin Cities of the South, ranks 34th in retail sales among all metropolitan
markets, is one of the nation's fastest-growing industrial areas. Among
marketing executives, media and time buyers, Tampa -St. Petersburg is a

must On every market list! (Sales Management Survey of Buying Power 1W~)

LAKELAND

ST. PETERSBURG

WTVT dominates Tampa -St. Petersburg, and delivers bonus coverage of 239 thriving communis

SPONSOR • 1 JUNE 1957

shows are on WTVT

|0 a c

•

t i

• -

ews - from scene to screen in 30 minutes,
■ith WTVT's modern transistor sound-on-
In equipment plus 37 cameramen-corres-
todents throughout Florida. Super-swift
>veragc makes WTVT news highest-
itcd in the market!

A remote a doy was the dizzy pace set
b) W n T camera crews during a recent
month! Remote programs included net-
work originations of The Garry Moore
Show, I've Got a Secret, Let's Take a
Trip, plus many local and regional events.

UMPA- ST. PETERSBURG
IPS MARKET RANKING IN
t ERY CATEGORY!

CBS Channel 13

1957

1956

ranking

hi Retail

Fc Store

* imotive

Sis

Coral

M handise

So,

Amount
$786,145,000

161,983,000

147,698,000

114,546,000

(Sales Management Survey of Buying Power, May 1957)

WTVT

TAMPA - ST. PETERSBURG

The WKY Television System, Inc.

WKY-TV and WKY Oklahoma City

WSFA-TV Montgomery

REPRESENTED BY THE KATZ AGENCY

SPONSOR • 1 JINK 195'

OTff

PLUGS

THE HOLE

IN THE CENTRAL

WASHINGTON

MARKET

FABULOUS HOOPER

f Jan. 21 thru
Feb. 9, 1957

Mon. thru Fri.
7 AM-12 Noon

Mon. thru Fri.
12 Noon-6 PM

Sets in use

31.4

19.0

KIT

43.2

50.1

Sta. B

25.1

20.0

Sta. C

17.0

15.2

Sta. D

14.0

16.4

^ Sample Size

9,543

11,702 J

AM RATING AV. 13.6
PM RATING AV. 9.5

Washington State's FOURTH MARKET,
with 54,478 radio homes, is 200 miles
from Spokane, and 150 miles from Seattle
and Tocoma — set apart by the Cascade
mountain range. NO OUTSIDE MEDIUM
CAN CLAIM MORE THAN AN INSIGNIF-
ICANT DRIBBLE OF INFLUENCE AND
COVERAGE IN THE YAKIMA MARKET
AREA. Fill this big gap in the Northwest
with Radio KIT, Central Washington's
FIRST radio station — its popularity proved
by HOOPER. KIT, Independent Radio-
Music, News, Sports. Established 1929.

YAKIMA, WASH.
5000 WATTS • 1280 KC

SOUNDS BETTER-
SELLS BETTER

REPRESENTATIVES

NATIONAL: THE BRANHAM CO.

SEATTLE: HUGH FELTIS A ASSOCIATES

PORTLAND: O. COX A ASSOCIATES

JACK GOETZ, Gen. Mgr.
BOX 1222, YAKIMA, WASH.

; *

News and views for women in
advertising and wives of admen

Women's week

Women and the law: One of women's greatest virtues — and prob-
ably their most annoying one to males — has been remarkably un-
exploited b) advertising agencies — that is, women's ability to argue
and \\ in the argument.

Thus attorncx Sigrid II. IVdersen at J. Walter Thompson is prob-
ably the only woman lawyer on the staff of any of the top 20 agen-
cies. She's also one of the few women to have become active in the
specialized and new field of tv talent negotiations.

"' I here tend to be a feu more women attornevs with talent
agencies," Miss Pedersen told sponsor. "And there's at least one out-
standing lady lawyer in the air media on a network level. I'm re-
ferring to Geraldine Zorbaugh, v. p. and counsel for CBS Radio."

Miss Pedersen has been an attornej with J. Walter Thompson
since 1942. She is also a director of the U. S. Trademark Asso-
ciation, whose 80th annual meeting she addressed on 16 May in
Chicago concerning "The advertising agency's role in selection and
use of trademarks."

In private life, Sigrid Pedersen is the wife of Howard Scott Foley,
v.p., copy department manager of Doherty. Clifford. Steers \
Shenfield, whom she met at JWT. Now that thev work for different
agencies, shop talk's cut to a minimum, 'it would be legal to ex-
change confidences, but not ethical," she says.

Venezuelan visitor: the elated lady below should be! She's Edna
L. Seaman who conducts programs on WFBC-TV, Greenville, S. C. —
and she just won a trip to Venezuela. American Women in Radio
and Tv. in convention in St. Louis this Spring, named three of its-
members and drew r lots for the fourth as delegates to Creole Petrole-
um Co. s get-acquainted tour down in South America.

Edna will swap tv and radio stories with ad pros. stud\ the culture
for her own on-the-air reports when she gets back, have fun and
sightseeing at the same time. With her will be AW RT president
Edythe Fern Melrose, WXYZ -\M-TV. Detroit: Helen Hall. NBC;
Fran Rilev. Ted Bates & Co.

Bon voyage U

of WFBCTY. Greenville, wh

iff t.i \ enezuela

-'1

SPONSOR

1 JUNE 195,

. . \\\ \ \ I I I / / /

ASK\\\\\\ll///////5^

FAB

OmRHR nBC radio

Proudly Announces
The Appointment of...

Edward Petry & Company, Inc.

• New York • Chicago • Atlanta • Los Angeles • Detroit • San Francisco • St Louis

AS OUR EXCLUSIVE NATIONAL REPRESENTATIVES

Effective June 1, 1957

We re proud too . . .

that the upward audience trend in the Big Omaha

Market is to the NEW and REVITALIZED KFAB

It's a changing world. Along with fashions, home appliances and the
Bhifting sands of the desert, the American language never stays put. Hardly anyone
says "Pardon my wet glove" any more. Or "23 Skiddoo!" Or even "The cat's pajamas."

The language of television, too, periodically gets itself turned upside down.
Take the phrase "network quality," for instance. Years ago (like 1956), "network quality"
was the expression everybody was using. It meant the best you could hope for— //'you were
a national advertiser with matching budget. Even TV film syndicators wistfully resorted to
"network quality" when they wanted to make the biggest possible claim for their product.

When our syndicated submarine -adventure series, "The Silent Service,"
began, we kept in mind the fact that all TV-viewing is local. In any given time-period, the
local, regional and spot-program advertiser has to be ready to compete with network shows,
no matter how glittering their production values. We defined our market as those selfsame
local, regional and spot advertisers exclusively. It was up to us to provide them with so prime
a product, they could compete successfully for audience, whatever the competition might offer.

Well, "The Silent Service" is now happily under way the length and
breadth of the land. In city after city, regardless of what the competing attractions are, the
major audiences are going for the action, suspense and sheer believability of "The Silent
Service." And coast to coast, the critics have written consistently complimentary reviews.

"Network quality?" That's one way of putting it. But today, there's a
better way for non-network advertisers to describe television entertainment of the finest,
most professional calibre. It's a way they can be proud of. Try saying it the modern, true-to-
life, CNP way: "Syndicatiwi Quality!" NBC TELEVISION FILMS a division of

CALIFORNIA NATIONAL PRODUCTIONS, INC.

Handy Bookmark Series

Keep your place
in Los Angeles
with KTTV

•\esW eS

rese

nte°

fltf

asJ's^

9S*

49th a
Madisoi

Promoting summer radio

A month or so ago. sponsor carried an
article on Coppertone which described
how this product had risen to a top
sales position within a five-year pe-
riod with spot radio as their basic
advertising medium. This was such
an excellent story for summer spot
radio, that we would like to use it
as part of a direct mail promotion
here in Canada.

I was wondering if there are re-
strictions on the use of material ap-
pearing in your publication. No doubt
this depends to a large extent on the
manner in which it is used.

Our idea is to prepare a folder en-
titled "How one advertiser user! sum-
mer radio with outstanding success"
or something similar. W e would close
with the suggestion that All-Canada,
with their stations from coast to coast.
can work with advertisers in planning
a spot radio campaign this summer.

Peter N. Harricks. manager,
Broadcast services, All-Canada
Radio, Toronto

• SPONSOR is happy to make this story • , Cop-
pertone holds off the bip-boys with spot radio." 2
Mareh issue, available. Reader Harrieks* idea is
one worth the thought of other stations.

First transcribed net show

I w as interested in Joe Csida's column
entitled "Sponsor backstage.'' There
were many things of interest in this
column as he looked back over ten
years but I think one item could stand
correction — if my memory has not
gone back on me.

It had to do with the fact that ABC
was willing to carry a transcribed
show sponsored by Philco and star-
rim: Bing Crosby. But earlier than
that, when the network was still the
Blue or becoming ABC and I was with
the organization. I made arrange-
ments, with the approval of my won-
derful associates, that Coca Cola could
sponsor Morton Downey on a trans-
cribed-show basis, on a five-time-a-
week. fifteen-minute program. I be-

SPONSOR

1 JUNE 1957

lieve ii w ;i ^ \l Steele, then m iili I oca
( lola, and some folks .ii I > \i« \ . who
worked it oul with U-. Downe) was
doing .1 l"i ol traveling and the prob-
lem <>i getting him on tin' ail li\<' times
.: week u.i- difficult.

I believe, however, thai before I
joined Mutual, the) had cai ■ i< -< I trans-
cribed Bhows on the network and the)
wen- probabl) the first network to
make their facilities available foi
transci ipl ions.

But, all < redil in \!U and Philco
and Bing Crosb) I just thought I
might help straighten oul the record
because at the time we did this, it sort
of bothered a few ol the other net-
work officials, not onl) .it VBt but
-nmc other networks, too.

Edgar K< >l>ak
; // Park Ivenue, Vea > orh

The inside track

"Pulse rings doorbells" advertisement

\ thought i l i — t occurred to me re tlii-
ad: its true (maybe), Pulse does ring
doorbells but K \l)l() i- alread) inside.

Jack Wymer, station manager,
II ING, Dayton, Ohio

SPONSOR Advertising Awards

Wed like to enter our Oklahoma Pub-
b'shing Compan) station campaigns for
the annual SPONSOR Trade Paper Ad-
vertising Awards, but don't know how
to go about it. Could you tell us how?

Jack Nelson.
(riant Idvertising,

Miami

• Entrj blanks nd complete Information about
ii..- SPONSOR Trade l'.i|..r Idvertiaing Iwards

.ir«- atailnhlo on rft|ur-.t. It i~ ■naweeted th.il
.-ntrir- be delayed until Jul} or Wi^l:.' to s'lon a
larger selection »»f a.l-.. Deadline i* 15 kngiMt.

SPONSOR

1 JINK 195'

The figures are startling
. . . in San Antonio

The shape of things in San Antonio's- big, 51-
county market has changed. The swing to
KONO's style of music and news is an ever-
increasing curve. But don't take our word for it!
Check the facts . . . the facts from N.C.S. ~2
that make KONO Radio No. ONE with a big,
healthy 49% penetration in San Antonio's home
county.

Get the facts ... all the facts . . . call your H-R
or CLARKE BROWN man.

860 kc 5000 watts

E3 EZ]

SAN ANTONIO

RADIO

Mv"H

IN THE CAROLINAS

r f

I i I i 1 1 1 1 1 1 1 iiiiiiiniiiiiiiiiiiii

I I 1,1 I I I 1.1 I I Mill
4 'o 50 l'°

-l + 5o-77

A HARBINGER OF GOOD NEWS FOR YOU I

There's good news for you in the NCS #2 report on actual viewing of
Southeastern TV families.

— 1 + 30 = 77 may even stump Univac, but for the discerning advertiser
it means simply that WBTV lost one county in the NCS # 2, but picked up
30 counties for a total coverage area of 77 prosperous North and South
Carolina, Tennessee and Virginia counties.

Here's your good news:

• A population increase in WBTV's coverage area of 49.8% for a new
total of 3,821,700 potential customers.*

• A 43.3% increase in Effective Buying Income brings the new total to
$4,258,069,000.*

• A retail sales increase of 45.2% giving a new total of $3,028,602,000.*

WBTV's dominant position overpowers the Carolinas' second-place station
by 48.5%; submerges the third-ranked station by 63.6%; and swamps
the fourth-ranked station by 80%.

Forget your former formula. Translate — 1 + 30 = 77 into potent Sales
Power for you ! Contact WBTV or CBS Television Spot Sales for the complete
Nielsen story on the Southeast's top television station.

*1956 "Survey of Buying Power"

CHARLOTTE

Jefferson Standard Broadcasting Company

SPON SO R

J U N I

WHO

WILL

MAKE

THE

BIG

NIGHTTIME RADIO BREAKTHROUGH?

Only the name of the advertiser is lacking ami when his

campaign will start. Bui this spot buy is coming, nothing can stop it

#% newsbreak is in the making. Who will make
it and when are i h»- <>nl\ question marks. The rest
of tlic stor\ could be written now — a multi-market
saturation spot radio campaign with announcements
slotted between 7 p.m. and midnight.

When it happens, tin' trade press will hail the

resurgence of nighttime radio. I p and down
Madison Avenue, admen will talk of little else.

Clients who now feel crowded in "traffic hour- hut
have don- nothing about it. will hurry to -take
claims in this newK discovered territory. Rme-

buyers will put out call- for after-dark availabilities.
In -hort. everyone will he caught off-balaw
that same -mall hard i ore of realists who refused to
bur) -pot radio when t\ lu-t grew powerful.

Whether tin buj IS at this moment in the idea
-lane or in the work-, makes little difference.

W hethei it is i ompleted in 12 weeks "i 12 month- is
unimportant. It i- inevitable, and when it does
happen, no one should he surprised.

Tor this week, even advertiser ha- at hi- own
fingertips the same hard facts that are leading Com-

SPONSOR

1 JUNE 195'

When the first big nighttime radio buy is made,
everyone will be surprised. Yet the very tacts that
make it inevitable are common knowledge now

pan) \ into it ~ breakthrough decision.

Here arc those facts :

• Spot radio dollar volume for the
first quarter of this year, just released
In the Station Representatives Asso-
ciation, is up 10. V, over the same pe-
riod in 1956 (see sponsor 25 Max I .

\t this rate, traffic and the daytime
hours will not long contain the grow-
ing Hood of announcements. Someone
will have to hu\ nighttime.

• Increasing advertiser concern
over the multiplicity of commercials in
radio traffic hours, reflected in recent
a; ency requests for station logs and
by outspoken remarks from such ad-
men as Foote, Cone & Belding's \rthur
Pardoll who publicly expressed alarm
at radio's "over -commercialization"
and what effect it may have on memor-
ahilitx impact of announcements.

• In answer to charges of "over-
commercialization." many leading sta-
tions are beginning to ease shut the
door to traffic hours. Even at the risk
of losing revenue, they are saying
"Sorry, full up."

• The rep firm of Edward Petry &
Co. has just advanced a plan to its sta-
tions that involves a rate cut of 50%
after 7 p.m. According to Vice Presi-
dent Bill Maillefert, an "overwhelming
majority have agreed to try it out."
Petry salesmen, in this "Crusade for
Nighttime Radio," will cover every ma-
jor advertiser and agency within a
month. Petry is spearheading this
night sales effort in the hope that it
will receive support of stations in all
markets.

• Sets -in -use figures show that
nighttime radio attracts a substantial
tune-in. For example, an A. C. Nielsen
Co. \RI-NSI summary report for early
winter 1956 (Mondaj through Friday
exeningsl showed over 4.1 million
homes using radio at 8 p.m. Night out-

ARTICLE IN BRIEF

Biggest bargain buy in radio may now
be in the making. SPONSOR predicts
buyer is leader in his field, got there
through bold, quick moves. Some ad-
men feel the product may be in hard
goods line, that campaign will be an-
nouncements perhaps every half hour
after 7 p.m., including weekends.

ol-home listening also is substantial.
I his Nielsen summar) also reported
1.1 million auto radio sets-in-use at

the same time with an average of

about two listeners to a car.

• \\ hile television dominates night-
time tune-in. the accumulation of a ra-
dio audience during a week does not
compare too unfavorably. And the
cost differential can be an eye-opener.
A Nielsen Radio-Tv U?age Patterns
Summar) for total homes reached b\
each medium during 4-10 March 1956
showed that between 8 and 9 p.m. ra-
dio reached about half the number of
homes that tv did I 16.5 vs. 33.5 mil-
lion ) . On WRCA and WRCA-TV, New
York, for example, the cost of a 20-
second tv announcement at 9 p.m. is
$2,300, while the same length an-
nouncement on radio costs $80.

• The SRA Radio Trades Practice
committee is urging stations to put
into nighttime programing the same
imagination that has spelled success
for daytime sales and to support the
nighttime programs with effective pro-
motion.

• Summing up. these factors will in-
fluence the buy: A nightly potential
audience comparable in size to that of
Life magazine is being neglected. The
so-called "prime" times are crowded
with announcements: daytime hours
are filling up. Nighttime prices max
be made more attractive and program-
ing more important. The picture is
brightening at every moment, and this
advertiser is about to take advantage
of the very thing his competitors have
written off.

What kind of company will make
this first major nighttime radio bux ?
\\ hat is the corporate image?

He is a sharp businessman, always
on the prowl for a bargain. He is a
rugged individualist, indifferent to
what other advertisers are doing. In
his approach to buying, he goes more
by feel than statistics; his interest
in ratings is slight; what he asks of
radio is that it deliver sales at a rea-
sonable cost.

He max well be a newcomer to radio
advertising. Or he may be one of
those that dropped out of radio in the
early days of tv and have not yet re-

turned. Before he makes the nighttime
buy. he will listen to a good deal of
reasons why he shouldn't make it. He
may even momentarily consider trying
to wedge into the traffic hours with
everybody else, but then his gambling
instincts will take over.

For this advertiser is a gambler, and
he has alxxaxs gambled successfully.
He is a leading manufacturer in his
field. He got to that position by tak-
ing the right chances, by moving
quick!) and dramatically while his
business rivals paused. He will not re-
gard his bold move into nighttime
radio as a gamble, hoxvever. He has
made his decision xxith the same care
and evaluation that a successful han-
dicapper puts into picking a horse. He
will not tip-toe timidly into the buy
with a test-market here and there; he
will move in confidently xvith a multi-
market order.

In constructing this corporate im-
age, sponsor talked with a number of
media people. Most of them saw this
first advertiser as someone in the hard
goods line. "I just can't see him in
soaps or foods," one adman said.

I Perhaps the shock of the Ford $4.2
million network radio buy is still felt
on Madison Avenue.)

As for the kind of buy he will make,
here was another adman's guess: A
saturation schedule with spots every
hour or half-hour between 7 p.m. and

II p.m. across the board, extended
through week-ends. "It could turn out
to be the biggest bargain buy in ra-
dio," he added.

The buy could hit the headlines at

Here are four reasons

BUSINESS AT PEAK

SRA reports spot radio
dollar volume for first
quarter 1957 up 40.5%
over same period in 1956.
At this rate daytime hours
will not long contain
growing number of an-
nouncements. Nighttime
buy is thus inevitable
as radio demand grows.

sponsor

1 ju.ne 1957

almost .in\ moment, lince radio listen-
ing dues nut drop <>IT in summer. I hi-
advertisei suspects there is a vaal un-
measured audience "I radio fans, He
know- ili.it millions are on the move
during h< >t summei nights and that
their radios go wiili them portables,
|m .. kit transistors, and the sets in '• •
million car-. He mighl break his cam-
paign during the summei and carrj ii
through I h<- fall.

What ma) hasten his move into this
nightttime purchase maj I"- various
fm in- of action on the pari "I stations.

( me <>f these ma) be renewed atten-
tion t<> nighttime pi ograming. Inn
mam stations throughout the countrj
have taken the defeatist attitude: "We
can't sell it an) wa) . so win won*)
about programing. \ numbei ol me-
dia people told sponsor that the l>iu-
thing w rong w iili nighttime radio
was that it- programing lacked impact.
\imI without impact, the) felt it was
onproducth e.

Several suggested that rotating some
of the strong daytime personalities
into nighttime spots might do a lot to-
ward attracting advertisers into p.m.
hours.

"Our Trade Practice Committee is
stressing about the same thing," said
I jm\ Webb, SRA managing director.
""We're telling the stations that the)
can sell nighttime il the) have a good
product They've proved what the)
could do through greal daytime pro-
graming, and the) can do it at night
without cutting prices."

In general, nighttime radio i- slight-
ly helow the cost ol daytime. Davtime

1 'on 1 M lite oil ra

din during peak telex

i-ion \ icu ing hours

RADIO

TELEVISION

HOURS

DAYS

HOMES REACHED IN WIIK

HOMES REACHED IN Wl 1 K

'■ . .1.111.

\| 1

11,515,000

1.018.000

1 III.

\l 1

21,056,000

6 213.000

:: '< ...in.

M I

24.675,000

12 004.000

9 in. em.

\l l

22,842,000

13.303.000

in II i in.

\l 1

20,445,000

14.461.000

II 12 Noon

\l l

21,056,000

IB. 568. 000

12-] p .!■

\l 1

21,150,000

19,059.000

pan.

M 1

19,693,000

18.357 000

I'm.

\l 1

17,719,000

17.796,000

1 i p.....

\l 1

16,779,000

20,358,000

I i p.m.

M I

18,048,000

23,201.000

■ 6 p.m.

\i 1

19,552,000

26.185.000

6 • p.m.

22,701,000

32,011.000

P ML

20 257,000

33.205,000

8<> p. in.

16,544,000

33 52 1,000

9 in p.m.

15,040,000

33.310,000

in 1 1 p. in

13,912,000

32.292.000

II I2mid.

10,575,000

26.079.000

BOURCI

; in Ma

traffic hours, naturall) . often cost more
because of the demand. Packages .o\>\
lo the complexit) of the rate-. But
there are -iili stations that li-t nights
,i- ( la— '" \" time. I he ( 1!^ Network
Radio Impact Plan for night and week-
ends ha- upped <\.\\ rates, lowered
nights and week-end-. In effect, CBS
nighttime i- now two-third- the cost of
d.is lime.

Now Edward Petr) & (■><. ha- come

forward with it- own plan to sell night
i adio. This plan .all- for a reduction
to .">(>', of regular da) package rates
in regulai rale-. Uthough nighttime
listening is more than 50' i ol da\

tune-in. the Peti y Co. feels that a -t i i> t
proportionate i ul is not enough at this
time because of advertisers' reluctance
to bu) during peak t\ bom s.

"It is 'fashionable 9 to bu) 7 to 9
a.m. and 1 to 7 p.m., says Petr) -
Bill Maillefert. "It seems 'unfashion-
able' to bu) at night."

-.. tin- rep firm suggests the flat
.".ii' i reduction in rate-, because it is a
dramatic reduction, one that is easil)
promotable ("Now you can buy twice
as main spots at night !"), and one
that will give advertisers the best value
ol the entire da) .

i Please turn to pagt 7 1 <

nltiple-market saturation spot radio campaign after 7 p.m. must come

AUDIENCE SIZE

ielsen sets-in-use fig-
es show that practically
ty night at 8 p.m. more
an 4 million homes are
ned to radio plus about
5 million cars. The cum-
ative radio audience in
week comes close to
'ilf the tv audience and
tes are much below tv.

AUDIENCE MOOD

The first major user of
night spot radio will con-
sider these factors: The
evening audience is un-
hurried, less plagued by
rushing kiddies off to
school and catching toast
before it burns. The auto
audience is in a more re-
laxed and receptive mood.

PROGRAM REVAMP

For too long many stations
have said about nighttime:
"We can't sell it, so why
program?" This has been
a major client complaint.
Now watch for stations to
build night programs with
same imagination as went
into daytime. SRA urges
stations to do just that.

SPONSOR

1 JUNE 195'

MARKETING MAN'S DREAM

Max Factor has a dream product: Curl Control is the only one of
its kind on the market, has expandable tv and promotion budget
for a straight news yet glamor appeal, is made by an established
name in the cosmetics field and reaches the mass of women

Product introduction: eyefuls give field salesmen an earful about Curl Control

By Jane Pinkerton

^^ LOS ANGELES

1 oday's marketing pro — squeezed,
pressed and pummeled by consumer
and competitive pressures — has a re-
curring dream during his more quiet
sleep. It runs something like this.

"I wish I had a product which was
exciting to women and so new no one
else had it. I'd like it to have a pre-
sold name, a budget big enough to sus-
tain a campaign for full distribution,
impact advertising and persuasive
point-of-sale. And it should be in de-
mand for both practical and impracti-
cal reasons. In fact, out-and-out glam-
or wouldn't hurt a bit. And it should
be priced so a truly mass market can
afford it."

This marketing man is in for a large
charge. There is such a halcyon dream
— and it's come to life in the labora-
tories of Max Factor in Hollywood.
The product is — thus far — one of a
kind, the new Curl Control. It's a
magic kind of product for almost every
woman. You spray it on dampened
hair, set the hair in pin curls- — and
the curls last a week! It's not a gooej
lacquer I which women abhor I and it 8
not a home permanent I which the gals
consider something of a chore i . It
combines the better elements in both
products: a "fixative" type ingredient
which leads to longer lasting curls.

What about the rest of the dream?

The Max Factor name, after 50
years' identification with beauty. Hol-
[ywood, cosmetics and perfumes land.
\ es. sex I is well established as a
known authority among all types of
women. Factor wants to reach and be
known to every one of these types, at
every income level, because the peren-

■ 1

SPONSOR

1 june 1957

Product testing: Ufred Firestein (1.), map ol Factor's Pharmaceutical Dii . and Robert

Bard, adv. mgr., check in-action results I ontrol applii I on real hail in fa is "wig

i n" <•( the Hollywood laboratory. This precedes consume! panel and actual m.trki i testing

Product development: Di Paul Jewel
ks chemical formula with Robert

\\ al in< < ' I i in. I fern < ohen in the lal>

nial search for beautification i- umn-
in - most common denominator. The
.una ol glamor is tin- real package for
;in\ Factor product.

Hut tin- tin container, as i- the case
with Curl Control, maximizes the glam-
or theme. The pre-sold name, Followed
1>\ ad\crtisim:. leads the woman into
the store and there she sees the at-
tractive. colorful package which
cinches the sale. V.s a point-of-pur-
chase help. Factor has designed un-
usual displa) stand- toppeil by Furl
Control mobiles.

The advertising is split 60- in be-
tween spot television and local news-
paper, the latter on a co-op l>a-i- with
participating retailer-. ^ ci i\ is given
"90' i ol the long-term advertising
burden" because of the advantage ol
demonstration, says Robert M. Bard,
I actor s advertising and promotii in
manager for the Pharmaceutical and
Specialty Division.

This combination of t\ and news-
paper in just five months' time- from
a standing -tart will push distribu-
tion to the 100' < level, says Bard. To-
day, after three month- of advertising
the new Curl Control, the product has
saturation distribution in the top 50 t"
60 markets roughly 55 ( of the dis-
tribution the company see 1 -.

Rut. most important to the market-
ing man. how i- it selling? What doc-
all this really add up to?

Bruce Vltman, account supervisoi
on Factor at the Vnderson-McConnell
agency in Hollywood, says sales
zoomed skyward at such a rate after
the 23 February introduction that the
budget had to be upgraded and revised

three time- in the first five-week peri-
od. "We'd figured our growth esti-
mates h -i ■ sound, hul we >■
o(T in actual production, shipping and
market-b -market advertisine growth
tuse ol consun ei demand."
Bard Bays "We're doing very well.
It look- like out advertising formula.
based on test marketing, is working."

Wholesaler " reaction: Factor's
wholesale customers like the band-
i agon they find themselves on, too.

Two are buyers in big New York
drug houses, and both can trace the
effect?- of the New York area t\ intro-
duction in February. Here's what
Charles Yamarone of the Henry I!.
Cohen Drug Co. has to sa\ : "T\ has
had the greatest effect on sales here.
Since the first month of advertising,
weve ordered three times as much
Curl ("ontrol. We think it- sales in
our lIMt -tore- are terrific."

robin Hechkoss ol Whelan Drug
Store-, which ha- 1 50 retail outlet- in
the New York metropolitan area, likes
the combination of i\ demonstration
backed by newspaper reminds] adver-
tising. " I \ undoul tedh has i' e
to do with the sales, and the combina-
tion of both media in a saturation

ARTICLE IN BRIEF

Max Factor is using tv to introduce
marketers' ideal product. Curl Con-
tiol has no competition, is a glamor
item which appeals to the mass; the
manufacturer has established name
and flexible advertising, promotion
budget; copy is jammed with news.

i i\ e is produi ing l"i I a< toi and f"i
us. It's a dandy item, and it gained
momentum fast right aftn it was intro-
■ ■'in id into the mat ket.'

There are two winning formulas
which Factor developed. The dr-t. the
chemical formula for Curl • lontrol it-
self, c olved from several years of
work in it- Hollywood laboratories.
I. ah work was completed last June.

and the product and consume! testing

procedure began.

Product test: Coincident with
product and consumer testing was tin-
actual market testing with advertising.
I his was the second formula worked
i ut by Bard and his advertising staff.
The calendar of marketing events:
In June, when the chiel chemist, Dr.
Paid Jewel, repot ted ' ut] < ontro
in it- final distilled state, pa
took over to design a spray containei
which would be useful and decorative.
i Inn ( in I ( ontrol was teste I in 1
tor's ow n beauty clinic and on -

21 1 • women w ho make up

panel. < rbjeel ol the test : to

: reactions from w hich copy points

i >uld be made later.

"Mi isl .nl\ ertising cla
o] ed in this wa . says Vltman, "• -
cially on a i osmetic t\ pe of produi t.
en are « ei } vo< al - and very fus-
sy, too. We found every single major
copy theme in their comments.

Market test: I hi- was the next st<
Factor picked Phoenix and Dayton,
figuring that I etween these two .
graphical extremes a lot of element-
influential in the final l>u\ iiu decision

SPONSOR

1 JUNE 1 ( )57

Two-market spot tv test grew in two months

to 50 markets, in four months to three network shows

would be covered. Apart from the ob-
vious fact that each woman's liair is
different, a cosmetic manufacturer is
aware of some of the predictable fac-
tors which help make this difference.
Weather, climate, water, air content,
occupation — all have a bearing on
usage of hair preparations.

Anderson-McConnell and Factor de-
veloped an advertising pattern for
these two test markets for an October
starting date. This pattern was so suc-
cessful — so fast — that :i is almosl e -
actly the same one used todaj in 50
markets as the company plans for full
national coverage by summer.

From four to six weeks after the
market testing began, Factor field men
called on even retailer to check on
sales and customer reaction. The) also
inter\ iewed women in the stores to de-
termine if they were bu\ing the prod-
uct for (| lt . f] rs t time or 'jetting a new-
supply.

"Selling the first can of Curl Con-
trol isn't important," says Bard. "\\ e
have to re-sell it many time over, and
that's why we conducted this expensive
interviewing. We wanted to know if
w (mien were getting the results the}
should have been. We know in most
instances if the products 'don't work'

it's because women aren't reading the
directions <>n the package. The) rarely
follow instructions as the) should!"

The test market came under full con-
trol, and Factor maintained its adver-
tising schedules in both cities. Then
came the preparation for a market-by-
market splurge in late February — a
mass consumer testing campaign with
product use by 1,000 women.

Ever) element was re-checked: the
product itself, the container, the copy
themes, the instructions, the cost, the
scent of the liquid. Factor made a few
refinements and launched its advertis-
ing and distribution nationally.

Consumer profile: Who bu s Curl
Control? Most of them are working
women, followed by housewives and
then by teenagers. So Bard selects
prime nighttime slots for his 20's and
daytime slots for his minutes — with
the weight on nighttime. But their
market is unlimited. Why?

Altman explains. Every woman is
conscious of her physical person, and
she does tend to think that a woman's
hair is her crown of glorv ! In the past
seven years women have been condi-
tioned to aerosol sprays in all manner
of products — and they've been corn-

Product copy: Bruce Altman, acct. exec, Anderson-McConnell agency, gi\es o.k.
for t\ film storyboard to Fran Harris, creative director, Harris-Tuchman Production-

pletely pre-sold on spra\s for the hair.

More than 30'c of all adult women
in the past year have used a hair
spray, and 50% of them have had a
permanent in that time (with more
than half of these getting a permanent
in their own homes). "So at least
50' c to 60' i of all women — right now
— are potential customers for Curl
Control," says Altman. "And Ave
think because so man) women don't
like lacquer sprays or home perma-
nents that we'll open up a huge new
market from among non-users."

Another factor in Factor's favor:
women today have more money than
ever before, and this new high level of
disposable income means more dollars
for non-necessities. Besides, Bard
comments, no woman ever stinted on
beauty aids an\ wa\ .

Tv mainstay: "We chose tele-
vision," says Bard, ""as the base of our
advertising structure for several rea-
sons. Moving as fast as we have been,
and as we will, we wanted to be flexi-
ble. It's hard for a cosmetic compan)
cannot plan a year in advance, as
some companies seem to be able to.
We have to be able to move quickly.
It's completely typical to figure you'll
spend $100,000 at the start of a cam-
paign and find that within a few
months you're putting out SI million.

"We move fast — and our advertis-
ing has to do the same. Many times
we'll call our agency on Monday and
order something like 20 more an-
nouncements to go on the air Friday.
Our revisions are constant, and usu-
allv much larger than initial buys."

The biggest reason for tv was. of
course, it ability to demonstrate. In
this case, the product was completely
new in concept as well as in name. It
needed an instructive, step-by-step
demonstration — and this is the objec-
tive of the original film commercial
used during the introductory period
and of the three new commercials
which are being readied for showing.

June Kirbv. an actress and model.
appears in the campaign-starter which
was filmed by David Commons of Hol-
lywood Film Commercials. This one-
minute announcement was used dur-
ing the testing process and at the open-
ing of the national campaign. Miss
Kirby, tieing in with the television ad-
vertising, appeared at company sales
meetings and pre-tested some of the
cop) themes on live shows sponsored
in various parts of the country. From

SPONSOR

1 .n m: 195;

these live-action commercials a new
Ml i.l filmed commercial! has been
e\ <>l\ ed undei Bard - direct ion.

I hej 're produced bj I Ian i-- 1 uch-
in. in |'i oductiona in 1 1< >IK wood, and

they're straighl selling ap] ichea to

application "I both Curl * onl i"l pack-
ages, the one for medium and the one
fin fine hair. Fran Han i-. i real i\ e
director, has centered attention mi
three focal points with a <lii eel appeal
in the iinli\ iilual woman in the \ iew -
ing audience.

One "I ilir minutes features a blond,
another a brunette ami the third a high
fashion model. Utman, in comment-
ing <>n tin- new series, Bays "We're
luck) to have real news ami an inter-
esting M"i\. a- we <l". so we don I have
in go ver) fai afield from straighl
selling. We probabl) have more haul
-I'll, information-packed product news
mi mi! cutting room floors than man)
advertisers have in their commercials!

Ma\ Factor has always made news.
It ha- developed literall) hundreds >>f
cosmetic, beauty, hair and drug prod-
ucts. Tin- product development, itself,
has been newsworthy. Jusl a- impor-
tant in the final -air. however, is the
showmanship which accompanies the
merchandising ami advertising.

(Inil Control's division, Pharma-
ceutical ami Specialty, i- a spanking
new unit which came into being lasl
September as tin- product was being
test marketed. The other products air
Sebb, a dandruff control product, ami
Sof-Sel haii sprays. Curl Control is
currentl) getting 60^5 ol the division's
advertising budget, ^.nderson-McCon-
iu'11 services this portion of the ac-
count, with Doyle, nam- & Bernbach,
New York, handling cosmetics.
sponsor 9 Januar) 1956, *"S| >. >t i\ ira-
pact boosts Max Factor sales 29%.' •

Th iginal break in the Curl Con-
trol advertising campaign was dour
with spol t\ and local newspapers.
However, as the distribution has rap-
iill\ expanded deeper penetration i-.
of course, necessary. B) I July, net-
work t\ with three programs Mas-
querade l'a>/\ and I'miii (NBC and
Those 11 kiting (^irls (CBS) all on an
alternate l>a-i>. will be carrying the
Curl Control message.

Ufred Firestein, division manager
for the pharmaceuticals and special-
ties, supervises activit) and growth ol
his division. His unit plans main new
product- for the line, as dors the Cos-
metic Division, and both will have a
record-setting ad budget this year. ^

SPONSOR

1 jink 1957

Retailei interest in campaign is spurred l>\ novel cartoon contest

WONG TIME, WONG TEMPERATURE

\\ ong's Chinese Foods buys radio public

service spots with unique ploy <»" brand name

Selling the client on advertising is at times more of a problem
than convincing the consumer to bu) hut both tall easil) into
line when you find the right idea.

Station KFWB, Los Vngeles, had -old time to every \1 • >t 1 1 &

Siteman agenc) account except Wong's Frozen Chinese I Is

(which had never used am radio). Boh PurcelL v.p. ami general
manage] quipped "Why don't we -<-ll them tin- Won- time and
Wong temperature?" Hi- -tall' laughed, hut then did just that.

\loltl & Siteman was quick to see the value ol these announce-
ments in terms "I brand identification a clear -p.-llimj out of the
product name in a catchy, memorable manner.

I he merchandising push started three weeks prioj to the air
campaign. Ilrits Thomas, KIWI!'- merchandising director, con-
tacted 600 supei markets in the greater Los Angeles area b) mail,
phone and personal representative, as well as all frozen food dis-
tributors. The result was an appreciable increase in demand
(for inventories) before the start ol the consume] campaign.

Immediate consumer response prompted an extension of the
campaign into a neighboring market \\ ith permission from
KFWB, "Wong time — Wong temperature is now being aired on
\\ \\\ \. Phoenix, and causing as much comment thru-.

Another direct mail piece, in the form ol a contest is in tin-
work- for distribution to all of the market managers in the ana.
One major market chain which normall) toil, id- direct <"nta.
of -tore manager- ha- okayed tin- effort because of the novell
the idea. I he contest i- based on the cartoon shown above.
Store managers are invited to submit their li-t of error-, lo the
winner (among other prizes) a desk thermometer-barometer.

Wong's schedule on KFWB i- for 12 time-temperature signals
per day, seven days a week, e\e\\ hour on the half-houi from
7:30 a.m. to 6:30 p.m.. ami i- firm tor 2<> wrrk-.

Dm Wong, president ami -air- managei "t the company finds
retailers greet him with "here comes the Won- man. ^

7:30

8:00

8:30

9:00

9:30

10:00

10:30

ANOTHER "MEAT

AND

POTATOES" YE*

if Ml

IVieat and potatoes year' and

Charted here are all sponsored network tv

"nothing new" are the labels already
being hung on nighttime network tv

programing for the upcoming season.

shows for the nighttime period covering 7:30-11.

This before the fall schedule is even
off the ground.

How true are the charges?

Listings are only for shows firm at presstime

• It's true: there are no daring and

expensive programing experiments in

the offing.

Only costs for new shows listed below. For this season's show costs

• And true : to-date with about

see monthly Tv Basics. Costs below are gross, include 15% agency commission,

three-fourths of the schedule set, no

are average and cover talent and production only. TBA means "to be announced,"

startlingly different program formats

refers to information as yet unavailable for either show or sponsor.

have yet shown up or are likely to.

SUN DAY

M O N DAY

TU ESD AY

■

ABC CBS NBC

Sally

Robin Hood

Cheyenne

C ,.

Feature Film

Jack Benny Chemstrand alt

program and Johnson & program and

C.E. Name That Tune program and

Kaiser Alum.

alt TBA Royal McBee

sponsor not set \ Johnson sponsor not set

alt with Kellogg alt sponsor not set

(in negotiation)

Amer. Tob.

541,500

alt

Sugarfoot

Whitehall

Wildroot

D^ F

Steve Allen

Sugarfoot

Cobel-Fisher

Feature Film

Ed Sullivan

S. C. Johnson alt

program and Burns & Allen 1 Restless Cun

Amer Chicle i/i

Phil Silvers Show

D .U

(Cont'd)

Lincoln-Mercury

Pharma-Craft

sponsor not set

Carnation alt i Warner-Lambert

TBA Vi

P&C alt Chesterfield alt

& Creyhound

Cen Mills

$37,500

$45,000 1/2 hr

R. J. Reynolds

RCA & Whirlpool
$100,000

Wells Fargo

Feature Film

Ed Sullivan

Steve Allen

Bold Journey

Talent Scouts

Amer Tob

Wyatt Earp

TBA

Cur cf

(Cont'd)

Ralston-Purina

Toni alt

alt Buick

P&C alt

Lever

(Cont'd)

Bn< M

Lipton

$38,500

Cen Mills

alt Shulton

Feature Film

C.E. Theatre

Chevy Show

Voice of Firestone

Danny Thomas

Twenty-One

Broken Arrow

To Tell The

Meet McCraw

0:z.

(Cont'd)

C.E.

Chevrolet

Firestone

Cen Foods

Pharmaceuticals

Miles alt

Truth

5150,000

$47,500

TBA

Pharmaceuticals

$33,000

Bob Cummings

program and

Hitchcock

Chevy Show

Welk Top Tunes

December

5 Star Theatre

Telephone Time

Red Skelton R. J. Reynolds alt

Walt, '1

sponsor not set

Presents

(Cont'd)

& New Talent

Bride Alcoa-Coodyear

AT&T

Pet alt Chesebrough-

Bristol-Myers

Dodge-Plymouth

Cen Foods

$40,000

S. C. Johnson

Ponds

Mike Wallace

Interview

564,000 Challenge

Loretta Young

Studio One

Crisis

program and $64,000 Question program and

Wed N '

Philip Morris

Revlon

P&C

Welk (Cont'd)

Westinghouse

Ford alt TBA

sponsor not set Revlon sponsor not set

Menneil •

$15,000

alt P. Lorillard

$79,500

program and

What's My Line?
Helene Curtis

no network

program and

Studio One

Crisis

program and

TBA

program and

wvd N 1
iC

sponsor not set

alt

service

sponsor not set

(Cont'd)

sponsor not set

L&M sponsor not set

Sperry-Rand

R NET TV?

But, if ii is .1 meal and potatoes sea-
son, those Btaples are being well ;ai
Dished uiili these ingredients:

• Big dollai outlay foi a "class"
product in the new shows.

• \ru "name" faces beading up
their <>\\ n shows.

• \ mass "l extravaganza "specials"
— probabl) al the rate "I one .1 week

ng between $250,000 and | Inn..
000 per Bhow.

Biggest trend in fall programing is
the upsurge in vocalist-fronted pro-
grams. Of the sponsored -hew- al-

read) set, In will I"- beadlined by
singei b. 1 1" rostei includes : * in new
Bhowa ' ' risele Mat Kenzie, Patti P
Dinah Shore, Patrice Munsel, Pal
Boone, Gu) Mitchell, Eddie I ishei and
Frank Sinatra; ' in shows retui ning
from last season I Pei 1 ) « omo and
I 1 me- Ford.
Othei highlights of I'',.

• Situation comedy, variety, west-
ern and drama are the dominant pro-
gram t\ pes.

• Film shows are outdistancing live
foi the lii-i time.

• There are more split sponsoi
~lii|i- than evei before.

• ( losts continue t<> 1 ise ' U\<- to
In' , <>ii most shows I .

Program i\|><»: While the newest
tiling i- the vocalists, and westerns are

booming, situation ■ omed) apparentl)
>iill i- the favored format ^iili I
1 the In gesl share I of pie 5< 1 • harl
comparing sponsored nighttime shows
by i\ pes f"i the I • "f ili<-

1956 1 . and 195" ons on

In. 1 I In- . ombined lialf houi and
houi variety 1 ategoi \ i- 1 unning in
1 lose set ond pla< e with II' ! f"i the
< oming season, up ovei last veai -
II.. \\ estei n- 1 mi 1 ombining
houi and half-houi ! show an in< n wt
also h iili I _" . this -• ason .1- . om-
1 ired i" '" ._.• , last. However, the
westerns figure may zoom highei when
the final enti ies are ill in. NBI I \
has two westerns il is pushing and
\l!< I \ has three tentatively planned
for Saturday night.

Drama and quiz-panel al this time

■'

_ , _ - -

NBC

TH U R S D AY

ABC CBS NBC

F R I D AY

ABC CBS NBC

S ATU R D AY

ABC CBS NBC

W.igon Train
sponsor TBA

Circus Boy
Mars alt
Kellogg

Sgt. Preston
Quaker Oats

Tic Tac Dough

Warner-Lambert

alt TBA

S25.000

Rm Tin Tin
Nabisco

program and
sponsor not set

Perry Mason

Purex alt TBA

S87.000hr

People Arc Funny

R ] Reynolds alt

Tom

<
■

Wagon Train

Cont'd'

Zorro

7-Up alt

A. C. Spark Plugs

$45,500

Harbourmaster

R |. Reynolds

•II TBA

$38,000

You Bet Your Life
Toni alt
DcSoto

|im Bowie

Amcr Chicle alt

TBA

TBA
Cen Foods
alt Spcrry-

Rand

Court of Last
Resort

P Lonll.ird
$28,000

program and
sponsor not set

Perry Mason
Cont'd'

Perry Como

Kleenex

Noxzcma
Amcr Dairy

Knomark
RCA & Whirlpool

Sunbeam

Father Knows

Best
Scott Paper

Real McCoys
Sylvania
S35.000

Climax
Chrysler

Dragnet
L&M alt Schick

Patrice Munsel
Buick alt
Frigidaire

S45.000

Zanc Crcy
Cen Foods alt Ford

Life of Riley
Lever alt Kleenex

program and
sponsor not set

Perry Como

(Cont'd)

Kraft Theatre
Kraft

Pat Boone

Chevrolet

$45,000

Climax 'Cont'd'

People's Choice
Borden alt TBA

Frank Sinatra
Chesterfield

S67.500

Mr. Adams & Eve

R. |. Reynolds alt

Colgate

Manhunt

Amcr Tobacco

alt TBA

S3! 000

Lawrence Welk
Dodge

Calc Storm
Nestle alt
H Curtis

TBA
L&M alt Max

Factor

■crct

Kraft (Cont'd*

OSS

Menncn
$28,750

Playhouse 90

Bristol-Myers

Philip Morris

Kimberly-Clark

Amcr Cas

Yi hr alt wks TBA

Tenn Ernie Ford
Show
Ford

Date With Angels
Plymouth
S38.000

Schliti Playhouse
Schilti

TBA
Campbell alt TBA

Welk 'Cont'd'

Have Cun

Will Travel

Lever alt

Whitehall

S33.000

Cisclc MacKcnzic

Scott Paper alt

Schick

S46 000

Ion
TMre

This Is Your Life
P&C

Navy Log
U. S. Rubber

Playhouse 90
'Cont'd'

Lux Video Theatre
Lever Bros.

program and
sponsor not set

Line Up

P&C alt

Brown &

Williamson

Cavalcade of
Sports
Gillette

Cuy Mitchell
Rcvlon
$47,000

Gunsmoke
L&M

|ane Wyman
Quaker Oats

fit;

no network
service

program and
sponsor not set

Playhouse 90
'Cont'd!

Lux Video Theatre
iCont'd'

program and
sponsor not set

Person to Person

Time alt
Amer Oil & Hamm

Cavalcade of

Sports

[Cont'd!

Red Barber's

Corner

State Farm

Insurance

program and
sponsor not set

Hit Parade
Amer Tob alt Toni

Illllllllllllllllllllllllllllllllllllllllllll

Situation comedy is still the most numerous nighttime

show type

1956-57

1957-58

SHOW TYPES

NO.

Adventure

Comedy

Drama 1 hr

Drama VL' hr

9'/ 2

Drama 1Y> hr

Documentary

Feature Film

Interview

Misc.

5 '/a

Music 1 hr

Music y 2 hr

Mystery 1 hi

—

Mysterj * '■> hr

Quiz-Panel

Sit. Comedy

Sport

2'/2

Variety 1 hr

Variety % hr

Western 1 hr

Western % hr

8'/2

TOTAL

114

100%

100

100%

Chart does not include programs with co-op or participating sponsors
L957 58 figures are as of presstime and not final.

liilllllllllllllllllllllllllllllllll ,!■: !' : ,!ll:: ■:'':.::' ;7 ..il'" ,11' .,; II Illj||llllllill|||||||illlll||||||||il

show the biggest drop comparing this
coming season to last. Hour dramas
dropped from 12 to 7%, half-hour
dramas from 9% to 8% and quiz-
panel from 13 to 9%. So far only one
new quiz, and a copy of a successful
daytimer at that, has been added t<>
the fall list. This is NBC TV's Tac Tac
Dough.

Two other categories to note are

adventure and mystery. Both of these
have made slight gains. Adventure is
up 1% and half-hour mystery is up
2%. Two mystery shows of hour
length also turn up this year. The re-
surgence of the mystery format may
be a trend to watch. (Note: sponsor
uses the term mystery in a broad sense
to encompass detective, police and
suspense-myster) dramas as well.)

|l||lllllllll!llllllllllllll!llll!llll!llll!lllll!llllllllllll!lll!ll!llllllllllllllll I !' ilHil' ';:'!ilill!'':i;!'|iiT iMili'!!! 1 iiri'"-!^'!!''!!^

More than half of nighttime shows next season will he film

LIVE

FILM

SEASON

NO.

°0

NO.

1956-57

351/2

53%

47%

1957-58

46i/2 %

5314 %

I Ini lu< i' "i M 1 1 li [pkting hours;

.1 of press! [me and not tlnal.

■■in

Film vs. live shows: While filmed
hours are ahead of live hours I again
this is in reference to nighttime spon-
sored time onl\ 1 for the first time this
coming season, that unfilled one-
quarter of the schedule could change
the balance. In the 1957-58 picture,
as of now. film is ~' \ ahead of live.
At the beginning of the 1956-57 sea-
son live was 6% ahead of film. I See
chart appearing directl) at left. 1

Split sponsorships: Not unexpect-
ed is the rise in alternate and multiple
sponsorships. At the beginning of the
1956-57 season there were 60 single
sponsors to 51 who shared shows.
Which means 46' < of that season's
shows had multiple sponsors. The
coming fall there are 51 single and 48
split, so far.

Costs: While costs of the returning
shows are going up from 5 to 10%,
costs of new programs run even high-
er. The quality factor is the main rea-
son here. Below are average costs of
the brand new shows b\ t\ pes as com-
pared to the average costs of the same
type as of last November :

TYPE 1956-57 1957-58

Drama lhr $59,000 $83,250

Drama Mir ... 34,300 ... 11.250
Sit Comedy ... 36,500 ... 17.500

Varietj lhr ...61,300 ...... 121,500

Variet) Y 2 \a 46.200.. in. 100

Adventure ...34,000 .. 36,500

i Note: the 1956-57 figures in the
above chart include both new pro-
grams and returning shows.)

Since sponsor's fall network tv pro-
gram schedule preview starts at 7:30,
several earh Sundaj evening programs
are not shown: ) ou Asked For It,
ABC TV, 7-7:30 p.m.: The 20th Cen-
tury, CBS TV, 6:30-7 p.m. (gross cost:
$45,000) : and Lassie. CBS t\ . 7-7 :3fl
p.m. Also the Monda\ through Friday
news shows at 7:15-7:30 p.m. on all
three networks are not shown.

At presstime: It looks like Wire
Service will again show up on the
ABC TV schedule. R. J. Reynolds will
sponsor a new half-hour version of the
show on Monda) night. Time is not
set as \et and perhaps Bold Journey
and Voice of Firestone, the 8:30 and
9 p.m. shows may be juggled. On
CBS TV a good possibility for the
8:30 spot Saturday night is the British-
made film Dick & the Duchess with
Mogen David Wine picking up half
the tab. ^

SPONSOR

1 jlne 1957

CAMPBELL'S NEW ADVERTISING

TEAM TWO YEARS LATER

Product manager system has proved it*«li in t\>o years, decentralizing

multi-million media decisions, yet coordinating at marketing \.|>. leve

lodem advertising management
techniques are enjoying a rare triumph
.\i iht- ( lampbell Soup < .<<■ in ( iamden,
Y J., where a Bemi-baronial nineteenth
ccntun atmosphere had reigned until

;l few -holt \ i\ll» ago.

The Spartan, stripped down, crowded
offices of Campbell's headquarters are
witnessing a marketing and advertising
revolution that austere founder-presi-
drill Dr. Jnlin T. Dorrance l>i>tli anti< i-
pated and abhorred. The part he
anticipated as far back as 1904 was
the company's need f< >r continuous

and lavish consume) advertising, the
aspects thai might have disturbed his
somewhat paternal approach i" In-
business empire is the remarkable dele-
gation ol responsibilities thai has gone
hand in hand with Campbell's market-
ing revolution.

The policies that have given Camp-
bell Soup Co. some four-fifths "I ih<-
I . S. — < « * 1 1 » market have always been
long on hard-hitting, >li< k consumer
advertising, ["here's been little change
in the firm's successful advertising
loi inula, be ii \ ia netwoi k i\ i Lassie

and On Trial), its spot radio-h
acti\ ii\ . <>r pt ini campaigns.

Hie executive-shaking revolution a< •
tuall) has occurred in the ways market-
ing and .k^ ei i ising de< isions an
made, administered and i oordinated
with Campbell's four advertising agen-
cies, I BBDt >. Leo Burnett, Needham,
Louis ^ Broi b) and I atham-l .t\n\. •

I Issentiallj . the change « an be
summed up as a shift from highl)
i ent i alized advei tising management
under one man reporting i" the presi-
dent i" a decentralized, product-man-

Marketing v.p. John McGlinn (seated) plan- doll offei with Henrj Stevens (1.) marketing mgi ol "heat" soups, liill Hackenberg, prom

Tv Commercials for lieat-prore— ed -< > 1 1 p- are planned by ( 1. to r.
standing) W. P. MacFarland. product ad mgr. ; J. Damon, ass't a e,
BBDO; II. Brown, i\ acct. superv., BBDO: II. L. Stevens, marketing

mgr. of soups; (1. to r. seated) Jean Rindlaub, creative v. p.. BBDO,
McD. Gillespie, acct. v. p.. acct. superv.. BBDO: Marge Fowler, tv
comm'l superv.. BBDO. Plans are reviewed by marketing \.p. MeGlinn

ager system, coordinated by marketing
v.p. John MeGlinn.

I lie stages in a campaign, for ex-
ample the decision to buy a particular
network tv property, are as clear-cut
as those in the preparation of Camp-
bell s well-known chicken noodle soup.
In line with Dr. John Dorrances stoic
concept of human nature, the creativ-
ity of an idea, no matter how brilliant,
never takes precedence over the routine
prescribed for developing it.

By the time an advertising decision,
be it media or copy or an over-all new
strategy, emerges through the com-
bined Campbell-agency effort, it has
been thoroughly peeled, scraped,
cleaned and tested, and the likelihood
of a booboo is fractionalized. to say
the least.

Does this mean that the Campbell
Soup system of developing a market-
ing-advertising strategy i> so foolproof
that it takes the gamble out of tv?

Not entirely. You can feed, breed
and pluck chickens in a prescribed
way, but no matter what kind of
formula you develop for a top-rated
network tv vehicle, vou can't predict
the ways and wax wardness of the U. S.
viewing public. Campbell Soup found
this out with Sound Stage, for instance,
which had something less than a spec-

tacular run on NBC TV some three
years ago. On the other hand. Lassie
on CBS TV has pulled consistently
good ratings, and, more important to
Campbell's pragmatic marketing group,
good sales results, judging from num-
erous inside research studies.

"If the networks went wrong last
fall season and their experts did on
the tv taste of the public, it's reason-
able to suppose that hiring one man
as a tv expert within the company
wouldn't be the solution." John
MeGlinn told SPONSOR.

A tall, handsome man in his early
forties, MeGlinn originally started with
Campbell as a retail salesman in Phila-
delphia in 1934. He rose through the
sales and product marketing ranks to
become v.p. in charge of marketing in
March 1956. succeeding Clarence E.
Eldridge. previously of General Foods.

ARTICLE IN BRIEF

Campbell's "marketing revolution,"
now time-tested after two years, de-
centralized advertising management,
except on network tv level. Coordi-
nator-in-chief is the marketing v.p. to
whom sales and admen report. But
ad director coordinates advertising.

The purpose of the new organization
of advertising and marketing manage-
ment is double-edged: ( 1 1 The growth
of the company has been so phenome-
nal in terms of dollar sales ( some
$140 million in 1946 to nearly S430
million in 1956) and in complexity
I from 34 products in 1947 to more
than 80 today I . that Campbell had to
outgrow its feudal origins in advertis-
ing as well as all other operations in
order to remain healthy.

(2) The complexity and high-cost of
media and the growth of Campbell's
advertising budget I today estimated at
being in excess of ?20 million I dic-
tated a more scientific approach to
advertising-decision making.

"Our product-manager s\ stem, which
is relatively unchanged since we began
it in 1954. gives us checks and
balances between advertising and sales
strategy." MeGlinn told sponsor. "It
also helps our people work efficiently
with our agencies and profit the most
from our agencies' services."

From the time in 1954 when Camp-
bell changed from a virtual house
agency, Ward \\ heelock Co. in Phila-
delphia, to its four-agency set-up. the
firms tendencx to extract every ounce
of juice from its agencies' services has
become proverbial with Campbell.

SPONSOR

1 jlne 1957

I [ere then is ho* an ail media plan
emerges from the austere bullpens "i
Campbell's advertising department and
how Campbell's advertising and mar-
keting manpower meshes with agencj
creative men i<> develop .1 campaign:

► The marketing />/</». < *»i 1 01 this
I asic document, several hundred pages
thick, come all the ideas that will
eventuall) represent Campbell Soup
advertising on the ail oi in print.

I ach of the four product groups
(heat-processed -< >u | >-. frozen -< >u | >-.
I ranco-American products and juices,
.mil Frozen Swanson) develops its own
marketing plan from a statement ol
facts to a thorough analysis "I prob-
lems ami recommended solutions. I he
statement of lads include- everything
from product history, t" production
details and sales and advertising his-
tory. (This part <>f tlic marketing plan,
incidentally, will be kept intact starting
tlii- year, except for annual updating,
to avoid a continuous going over the
same material year after year.)

"\\ e're not the <>nl\ ones im olved
in making up these marketing plan-.
says McGlinn. " \i our agencies every-
one from account supervisors, account
executives to research people, media.
cop) and everj component of agencj
service imaginable contributes to this
annual volume of our problems and
objecth es.'

► Budget recommendation. Basic-
ally, n:one\ recommendations stem
from within the Campbell marketing
department. The individual product
marketing manager responsible for his
plan lias some concept about the
amount ol monej he \\ill require to
execute the idea- he and the agent 5
have discu sed in a preliminary waj
between August and January .

f>\ January, he eets together with

Network tv buys lik< I assie ai rdinated foi < impbell producl groups bj ad

in;: directoi Res Budd. He 1 1- producl admen to find oul theii network l>u«l^< 1 -. ■

then works with ageni ies to find right program. Produi 1- then share the shon and b

McGlinn, more or less informally, and
tells him w hat sort ol budget he has in
mind. McGlinn, knowing his total ap
propi iation, can then guide the appro
priation ol hi- four producl marketing
managers.

rhese in turn then inform llicii

agencies on the range of their budgets,

so that the sgencj presentation will nol

be out of proportion with fiscal reality.

► Presentations. Between 1 Maj

and 1") \la\ each year, the four agen-
- -end their top account people out

to Camden on the 7:30 a.m. Philadel-
phia express, and there, in ,1 confer-

ence ion in filled with the pun
aroma of soup rather than cigarette
-moke, the agent ies make their pre-
sentations to McGlinn, Rez Budd,
director of advertising, Gordon Scow-
( roft. directoi ol marketing dei elop-
ment, the producl marketing man
and the product ad manager com erned.
Invariably, BBDO a- the agencj for

the heat-processed f Is, which ai -

count for the bulk of Campbell's sales
and the major chunk of it- ad budget.
kick- o|f the presentation. BBDO
eralK has a lull da) "i more to state
: t- 1 ts '.. It i- then I illowed 1>\ Need-

VICE PRESIDENT
SALES

VICE PRESIDENT
MARKETING

VICE PRESIDENT
MARKETING
AND STAFF

PRODUCT

MARKETING

MANAGER

HEAT PROCESSED

SOUPS

PROOUCT

MARKETING

MANAGER

PORK AND BEANS

V-8.TOMATO JUICE

SWANSON

NEAT PROCESSED

PRODUCTS

PRODUCT
MARKETING
MANAGER
FROZEN
PRODUCTS

PROOUCT
MARKETING
MANAGER
FRANCO-
AMERICAN
PRODUCTS

DIRECTOR OF
ADVERTISING

0IRECTOR

MARKETING

DEVELOPMENT

DIRECTOR
HOME

f : s : y ■ -.

MANAGER
MARKET
RESEARCH

GENERAL
PROMOTION
MANAGER

Campbell's new marketing set-up

overhaul of it
tising mai .rr>-d

mpany's _
tion. I ■ • • : rodui t-" mark

four ne3r-3 I
mous groups under product marketing and
producl admen. Campbell tia- split the mar-
ket .in. I advi r: i-m_- funi tii -
the work burden within the f - that

ml f'«r an estimated $20 million hilling.

SPONSOR

1 JINK. L951

CAMPBELL'S NEW TEAM roniinued .

ham, Louis & Brorby, Leo Burnett
and Tatham-Laird, who generally also
get at least a day each.

According to some agency spokes-
men who profer anonymity, these pre-
-i ntations can be "downright brutal.
Between getting questions shot at you
and changes 'suggested' to you. and
not being able to smoke, you can go
"lit of your mind."

But once the presentation has been
accepted, the chances are that there
will be few, if any, major changes
between that time and the earning out
of the advertising plans. "Once you've
passed that firing line, you're in good
shape," one agencyman told sponsor.
"That is. providing vour film commer-
cials have a perfect sound track, the
animation is smooth enough to run
away with all the art awards, and
above all, the product makes you want
to eat soup even though \ ou break
out in hives from it."

Actually, the presentations in early
May follow the first work on the
marketing plan 1>\ some six months.
Before these presentations are made,
the Campbell product managers (mar-
keting and advertising both I. McGlinn,
Budd and Scowcroft have already re-
viewed the agency's marketing plans
in written form.

"This w i itten marketing plan." Budd
told sponsor, "Is actually the product
of combined agency-Campbell effort.
The product advertising and market-
ing managers work constantly with the
agency account men in pulling to-
gether the facts and analyzing them
prior to the final writing of this report.
By the time the agencies make their
presentations, we've tentatively ap-
proved budget recommendations and
other basics. During the presentation
we want to review advertising ap-
proaches, see tv story boards to evalu-
ate the theme and see how it'll sell.
We want to hear audition tapes or
records for radio commercials."

► Program choice. This part of the
job is handled separately from the
formal 1-15 May agenc\ presentations.

" \n\ thing our agencies recommend,
we look at," says McGlinn. "But since
the availability of good programing
doesn t coincide with our rigorous
schedule, we screen shows year-'round.
rather than on a time table."

In other words, like anv other
sophisticated air media advertiser to-
da\. Campbell Soup keeps a continuous
weather eye out for new and better
properties as possible replacements for

their existing shows when these either
outlive their contract or their popu-
larity .

On the other hand, a basic all \ new-
network tv bu\. involving adding a
new time period, for instance, might
come out of the marketing plan and
the subsequent agencv presentations.

Sometimes, three or four weeks can
elapse after an agency presentation,
before the plans recommended can be
considered "final."' For this "finality,"
the agencv must make a formal pre-
sentation not only before the same
group that saw it previously, but also
before Bev Murphy, the youthful (49-
v ear-old I president of Campbell, under
whom the firm put up a fraction of its
stock for public ownership in 1955
for the first time in its history.

Since Murph) ha< been kept abreast
all along hv McGlinn of the market-
ing thinking and strategy as it de-
veloped, the last presentation is the re-
sult of joint effort. Perhaps nine times
out of 10, Murphy tends to approve
the entire plan. He's had ample chance
to modify or influence it prior to the
formal presentation through consulta-
tions with McGlinn.

Tv requires high-level decision

VA hen it comes to screening a new
tv show, which is not part of the
formal Mav presentation, it's unlikelv
that a final decision to buy would be
made without Murphy's approval. The
moneys involved in a major television
decision have brought tv advertising
decisions to a higher level than the
less binding decisions in other media.

► Coordinating tv buys. While the
decision to buv is a joint effort involv-
ing possibly Murphy, but always
McGlinn. Budd, Scowcroft and one or
several groups of product executives,
the coordination of a tv buv is pretty
much the province of Rex Budd. as the
corporate advertising director and Jim
Shenfield. director product marketing.

"The advertising department oper-
ates in a staff capacity as consultants."
says Budd. "We have over-all respon-
sibility for anv advertising that cuts
across product lines, such as the cur-
rent qualit\ campaign on ingredients."

No buying decision is made before
Budd pools the product managers to
find out ill whether thev feel need
for nighttime network tv: (2) whether
they like the choice of time and pro-
graining: (3 1 whether and how much
thev can contribute to the cost.

If Budd's department found out
from such a survey that, for example,
frozen foods could put up SI million,
Franco-American, $750,000 for a
nighttime tv effort, then Budd would
go to work to find a show to co-
sponsor.

► Agency relations. Says Budd:
"We feel that the multiple-agency set-
up parallels our own decentralization.
Back in 1947 we were marketing 34
products, now it's over 80. That's just
another indication of our need for de-
centralization. Each product group has
its own agency, and we believe this
prevents our getting 'the 5:15 treat-
ment. In a way. the agencies compete
with each other to render the best
possible service to the segment of our
business they've got as clients.'

"We feel four agencies are just right
for our size," Budd told sponsor. "If
we split our billing too much, we'd
dilute it and get less service."

After its 39-year association with
Ward Wheelock Co.. Campbell picked
BBDO for the heat-processed soups in
1954. Leo Burnett handles Franco-
American products and tomato juice.
"We felt, with the acquisition of Swan-
son 1 1955 I that we should have Tat-
ham-Laird stay on some frozen foods."
Needham, Louis & Brorby handles pork
and beans and V-8.

\\ bile Campbell Soup uses every
service its agencies offer (from pro-
motion to marketing to research) to
the fullest, the company does dupli-
cate some of these services purposely.
For instance, there's a media super-
visor under Rex Budd. who mainly
checks on the spot schedules the agen-
cies buv for the various products,
sees media reps to keep up to date
on new market and media trends.

Network salesmen tend to see Budd
or the product men. Whereas on a
problem of clearing more stations for
a particular network tv show, the nego-
tiations might involve McGlinn and a
network v. p.

"We never refer the reps to our
agencies without seeing them. Our
door's always open." says Budd. "Of
course, we want them to see the
agencv, but we also feel that we have
to be well-rounded ourselves. The
rep can keep us informed on what
the market is on tv time. \\ e like to
know what the co-sponsorship trends
are. We want to be informed on pro-
graming news, time trends. This helps
us make wiser buvin« decisions." ^

SPONSOR

1 JUNE 195'

The relaxed
sell . . .

This fellow's no dummy. He can afford

to relax because he has seasoned professionals
working for him — people like Martha Wright,
Jim McKay, John Henry Faulk. Galen
Drake, Lanny Ross, Jim Lowe and Jack Sterling.
Their easy-going, confident approach brings
them and their products right to the heart of the
family circle . . . And it's a fact that more
different families are listening to WCBS Radio
than to any other station in the New York area.*

This vast audience not only listens but
trusts the WCBS pros . . . and buys what they
have to sell. So pull up a desk and lie down.
Just call Buck Hurst at WCBS Radio
or CBS Radio Spot Sales at PLaza 1-2345.

New I

™WCBS RADIO

' I' A \

NETWORK RADIO'S CURRENT CLIENTS

Compilation of program time
bought by advertisers and brands
is shown below by network

I he first in a series of current network radio client lists appears be-
low as a supplement to last issue's Radio Basics. Henceforth, an up-to-
date roster will appear with ever) Radio Basics section. The list shows
program time bought per week. In the case of NBC. commercials shorter
than a minute are listed separately. Each minute commercial purchased
on NBC is arbitrarily credited as five minutes of program time. Except
for CBS. where the period covered is the week ending 25 May, all
data cover clients and brands on air during the week beginning 25 May

ABC

Admiral: appliances; Breakfast Club: Ml': 25 min.

Allstate Insurance: auto insurance; Mel Allen: M-F: 50 min.

American Bird Food: bird food; Breakfast Club; M; 5 min.

AFL-CIO: institutional; Ed. P. Morgan; M-F; 75 min.; /. W. Van-

dercook; M-F; 25 min.

Amino Products: Ac'cent; Breakfast Club; W; 5 min.

Asco Electronics: Flea Guard, Magic Mite Ball; Breakfast Club:

Tu.Th: 10 min.

Assemblies of God: religious; Revivaltime ; Su; 30 min.

Atlantic Sales: French's bird food products; My True Story; W,F &

Tu,Th; alt. wks.

Ball Bros.: home canning prod.; Breakfast Club; Tu-F; 20 min.

Bankers Life & Casualty: White Cross Hospital Plan: Paul Harvey;

Su; 15 min.

Beech Nut: Beech-Nut gum; Breakfast Club; Tu,W,F; 15 min.

Bridgeport Brass: various insecticides; When A Girl Marries; Tu-F;
20 min.

Bristol-Myers: Bufferin; Breakfast Club: M,W,F; 15 min.; Sal

Hepatica: Breakfast Club; M.W.F; 15 min.

Campana Sales: Ayds, Italian Balm; Breakfast Club; M; 5 min.

Corling Brewing: Red Cap Ale: Martin Block Show: F,Sa; 100 min.

Dixie Cup: paper cups & plates: Breakfast Club; W; 5 min.

Dow Chemical: agricultural prod.: Red Foley Shoiv; Sa: 30 min.

Drackett: Windex. Drano; Breakfast Club; W.Th.F; 15 min.

Dromedary: cake mixes; My True Story: Tii.Th; 10 min.; When A

Girl Marries: W.F: 10 min.; Whispering Streets; Th; 5 min.

Duffy-Mott: Sunsweet prune juice; Breakfast Club: Tu.Th; 10 min.

Ex-Lax: Ex-Lax, Jests; My True Story; M.W.F; 15 min.

Firestone: tires, velon. others; Voice of Firestone; M; 30 min.

Food Specialties: Appian Way pizza pie; Breakfast Club; Tu; 5 min.

Foster-Milburn: Doan's pills: My True Story; Th; 15 min.; Whisper-
ing Streets; Tu ; 5 min.

General Foods: Calumet; Breakfast Club; Tu; 5 min.; Jell-O:

Brail, last Club; M.W.F; 15 min.; My True Story; W.F; 10 min.:

When a Girl Marries: Tu.Th; 10 min.: Whistiering Streets: W.F;

10 min.: Kool-Aid: Breakfast Club; M-F; 25 min.; La France:

Ureal, lust Club; _M.Tu.Tli: 15 min.; Post Cereals; Breakfast Club:

M-F; 25 min.

Gospel Broadcasting Assn.: religious: Old Fashioned Recital Hour:

Su: 60 min.

Billy Graham: religion*: Hour of Decision: Su: 30 min.

Highland Church of Christ: religious: Herald of Truth; Su: 30 min.

Charles E. Hires Co.: Hires Root Beer; Weekday Newscasts: M-F;

100 min.

La Choy: Chinese foods; Breakfast Club: M.W: 10 min.

Midas Muffler: auto mufflers; Weekday Newscasts; M-F; 25 min.

Milner Products: Perma Starch. Pine-Sol; Breakfast Club: M: 5 min.

Mishawaha Rubber & Woolen Mfg.: casual shoes; Breakfast Club;

Tu.Th; 10 min.

National Brands, div. of Sterling Drug: Dr. Caldwell's; Sunshine

Boys: M-F: 25 min.

Norwich-Pharmocal: Pepto-Bismol; Weekend Newscasts: Sa.Su; 90

min.

NOTE: Data on time purchased refers to weekly brand or advertiser total I
program, Time bought for particular brands is shown white possible, In cases
where groups i I precede a show or group of shows, it was not possible to

pinpoint which brands were advertised on each show or on which days of the week

Oral Roberts Evangelistic Assn.: religious; Oral Roberts' Broad-
i a sis : Su : 30 min.

Paine, Webber, Jackson & Curtis: institutional; Business & Finan-
cial Hour: .M.W.F: 15 min.

Radio Bible Class: religion-: Radio Bible Class; Su; 60 min.
Renuzit Home Products: cleaning fluid-, air sprays, etc.; Jack Paar
Show; Th: 5 min.

R. J. Reynolds: Camel: Weekday Newscasts: M-F: 100 min.: Week-
end Newscasts; Sa.Su; 90 min.

Sandura Company: floor covering; Breakfast Club; Th; 5 min.
Sterling Drug Company: Phillips Tooth Paste; My True Story;
Tu.Th; 10 min.; Ant Prufe & Roach Prufe; My True Story; Tu.Th;
10 min.

Voice of Prophecy: institutional; Voice of Prophecy; Su; 30 min.
Dr. Thomas Wyatt: institutional: Wings of Healing: >u; 30 min.

CBS

American Home Foods: Wendy Warren; W,Th; 10 min.

Amino Products: Arthur Godfrey; W & Th, alt. wks.; 15 min.

Bristol Myers: Arthur Godfrey; M.W: 60 min.

Campana Sales: Robert Q. Lewis: Sa; 5 min.

Chun King Sales: Arthur Godfrey: W & F, alt. wks.; 15 min.

Clairol: Galen Drake: Sa; 5 min.

Colgate-Palmolive: Our Gal Sunday; M-F; 37 r o min.; Backstage

Wife; M-F; 37 1 - min.: Strike It Rich: M-F: 37% min.; 2nd Mrs.

Burton; M-F; 37% min.

Cowles Magazines: Jack Benny: Su. alt. wks.; 3 : S min.

Curtis Circulation: Arthur Godfrey; Tu: 15 min.

Dixie Cup: Robert Q. Lewis: Sa: 5 min.

Florida Land & Homes Bureau: Galen Drake: Sa; 5 min.

General Foods: Arthur Godfrey; Th, every 4th F, 18% min.; Wendy

Warren; Th : 5 min.: World News Roundup: Su: 5 min.: Gunsmoke;

Su; 5 min.; Our Miss Brooks: Su: 5 min.: Amos V Andy Music

Hall: M-F; 25 min.; Galen Drake: Sa: 5 min.: Robert Q. Lewis: Sa;

5 min.; Gunsmoke; Sa: 5 min.

General Motors: Allan Jackson — News: Sa; 20 min.; Robert Trout —

News; Su, M-F: 40 min.: Frigidaire; Robert 0. Lewis: Sa; 5 min.:

Galen Drake: Sa: 5 min.: 2nd Mrs. Burton: M: 7V. min.: Dr.

Malone; Tu; 7% min.: Our Gal Sunday: W; 7% min.: Ma Perkins:

Th; 7'j min.: Delco: Lowell Thomas: M-F; 75 min.: Pontiac: Galen

Drake; Sa; 5 min.; Robert Q. Lewis: Sa; 5 min.; Amos V Andy

Music Half: Sa: 5 min.: Gunsmoke: Sa; 5 min.: Sat. Night Country

Style; Sa: 5 min.: Susi>ense; Su: 5 min.; Johnny Dollar: Su: 5

min: FBI In Peace <?• War: Su : 5 min.: Gunsmoke: Su: 5 min.:

Mitch Miller: Su; 5 min.: Amos V Andy Music Hall: M-F: 25 min.

Harti Mountain Products: Arthur Godfrey; Th & F. alt. wks.: IS

min.

Hearst Publications: Ma Perkins: M: 7% min.: Dr. Malone: M:

7V 2 min.: Helen Trent: Tu; 7% min.: Our Gal Sunday : M: 7% min.

Hudson Vitamin Products: Galen Drake: Sa: 5 min.: Robert Q.

Lewis; Sa : 5 min.

Kellogg: Arthur Godfrey: Tu.Th: 30 min.

Leeds Chemical Products: JVora Drake: M.W.F: 22 1 -j min.: Road of

Life: Tu.Th: 15 min.

the brands were advertised. Except for General Motors, brands information was not
available from ens

In NBC li-t. i"t mean, commercials are rotated on different clays of the week under
the web's run "i schedule plan.

Lever Bio;.: 1/'/ Perkins, M I .ih. »k- ; 17' j linn.. Romanci

Helen Trent, M I . ;.'_■ .; Ma Perkins M Fall. »k- ; l;: : , nun..

Young Dr. Malont M I . 17V4 nun.. House Part) \l I . I7V4 min.
Lewis Howe: Robert Q. Lewis; Sa; i nun.

P. Lonllard: World Tonight', ^ I . IS nun.; hulii tment v n . . nun.;

Miii h Miller; Su; > i .; Sports Resume', Sa; > min.; Sports R

me SlIJ S nun.; >«/. Vife ' nunli\ Style; Sa; > mm.; ffflOJ '»' f rj </ v

I/// %/ > //<;//. Th.F; lo min.; Johnny Dollar ; Su; 5 min.; Oui 1//%%
Brooks; Su; 5 min.; Robert Q Lewis; Id. I ■': lo nun.: Suspense;
Sn; 5 min.; I"i<>\ V tndy; Sa; > min.
Longines-Wittnauer: Longines Symphonette; Su; 10 min.
Milncr Products: Robert Q, Lewis; Sa; > min.

Mutual Benefit Health & Accident Assn.: Irthur Godfrey . I n 8

ever} '•'' '" : '" : ' """■

North American Philips: Herman Hickman-Sports; M.W.I ; I") mill.

Norwich Pharmacol: trthui Godfrey; In; ever) llli I' ; Ifl-'i min.

Pharmacraft: House Party; M. I'll. I •': 10 min.

Pillsbury: Irthur Godfrey; Til. I'll; 10 nun.

Reader's Digest: Irthur Godfrey; \\ : 15 min.
Rcnuzit Home Products: House Party; W; 7% min.
R. J. Reynolds: Herman Hickman Sports; In. I h,Sa; l"> tnin.
Salada Tea: Backstage Wife; M,Th; 15 min.; Romance of Helen
Trent; \\ : 7 ' ■_• min.; Sora Drake; Tu.F: 15 min.
Scott Paper: Irihm Godfrey; I'll. I- 8 ever) 1th F; 18 :! , min.; Back-
stage Wife; I ; ~'j min.; Young Dr. M alone; Th.F: I") min.; Sora
Drake; Tu.Th; I") min.; Mn Perkins; Tu 8 W .ilt. «k-: 7 ' _■ min.;
2nd Mrs. Burton; Th.F; r> min.

Sherwin-Williams: irthur Godfrey; W, everj Ith F; 18*4 min.
Simoniz: irthur Godfrey; \\ : 15 min; House Party, \\ : 15 min.: G.
Herman Sews; Tli.F: lo min.; E. Sevareid Sews; Th,F; lo min.;
Veias; Sa; I") min.; Spur is \ ru s . Sa; 10 min.

Slenderella: Slenderella Slum: >.i ; 10 min.

A. E. Staley Mfg.: House Party; Tu; r> min.; irthur Godfrey; F;

1") min.

Standard Brands: House Party; M; l"> min.; Arthur Godfrey; M. 8

ever) lih F; ! 7 ' -_• min.

Swift: Huns, ■ Party; F; 1"> min.

Toni: Robert Q. I. cms: Sa; 5 min.

Vernell's Buttermints: Robert Q. Lewis; Sa; 5 min.

VVeco Products: Irthur Godfrey; M: 15 min.

F. W. Woolworth: Woolworth Hour: Su; 60 min.

Wm. Wrigley, Jr.: Howard Miller Show: M-F: 75 min.: /'<// Buttram

Show; M-F; 75 min.

Amana Products: refrigerators, air conditioners; True Detective Mys-
teries; M: 5 min.: Counter-Spy; F; 5 min.

Americon Home Products: \na< in. Bisadol, lero-Shave, Infra-Rub.
Kolynos, Primadne, Preparation II. Free-Zone, Petro-Cylium; Steve
McCormick \ <•;<*. M-F; _'") min.: Gabriel Heater Sews; Tu; 5
min.

American Molasses: Grandma's Molasses: Gayelord Hauser; Tu.Th;
10 min.

Billy Graham Evangelical Assn.: religious; Billy Graham; So
min.

Carter Products: Little Liver Pills; Gabriel Heater \cus: Tu;
."> mill.

Christian Reformed Church: religious; Back to God; Su; 30 min.
Coca-Cola: Coca-Cola; Eddie Fisher: Tu.Th; 30 min.
Dawn Bible Institute: religious; Frank and Finest: Su: 15 min.
Drug Products: \-liim: Treasury Agent; Tu: 5 min.; Secrets of
Scotland )anf: Th; 5 min.

First Church of Christ, Scientist: religions; Hon Christian Science
Heals: Su: 15 min.

General Tire & Rubber: General tires; General Sports Time: Su-F;
35 min.

Kraft: Ml Purpose oil, mustard, Kraft dinner, Miracle Whip, Italian
Dressing, cheese spreads, Parkay; Frank Singiser Sews, M-Sa; 30
min.: Holland Engle Sews; M-Sa; 30 min.; Fes Higbie Sews;
M-Sa; 30 min.: Sam Hayes Sews; M-Sa; 30 min.; Cedru Fost
Sews; M-Sa; 30 min.; True Detective Mysteries; M: 5 min.; Treas-
ury Agent; Tu: 5 min.: Gang Busters: \Y: 5 min.; s
land ) ard : Th : ."> min.: Counter-Spy; F: 5 min.
Lever Brothers: Pepsodent; Charles Warren \eus. M-Sa; 10 min.:
Henr\ Gladstone- Sews; M-Sa: 30 min.

P. Lorillard: Kent; True Detective Mysteries; M: 5 min.: Treasury
Agent: Tu: o min.: Gang Rasters: \\ : 5 min.: Secrets of Scotland
Yard: Th: .S min.: Counter-Spy; F; 5 min.

Lutheran Laymen's League: religious; Lutheran Houi S min.

Lyon Van: mai in| haulii ' ' 1 ■mi.

Manion Forum of Opinion ll-an Clarence M anion

I i nun.

Miles Laboratories: Nervine, Oni \ Day, I ibeini Millie <

M-F; '■ "in, //.,. //., . „ | M„rtiu Starr M I 25 nun :

//.;//. Hennessy Sen M \\ l 15 min fohn Scott Sett Ml
10 min.; Ed Pettitt Sews Sa; 15 min.; Wonders of the World;

Ml 25 - .; Queen Fo» / /<<;. Ml 25 nun.; /.»/. I/;/; V

M I . .' ■ mm.

Quaker State Oil Refining: Q . (,„ni, of the Day 5|

60 nun.. Jporta Flashes with Frankie I 10 min.

Radio Bible Class: religious; Ratio ////./. < lass. Su; ;n min.

R. J. Reynolds: < amel; Camel Scoreboard Su-Sfl 15 min v7in

-inn: II ins/on Scoreboard; Su - min.

Slcep-Ezc: sleep tablet; 7Yu< /'•'■ • ■ W. '.'/■ \l . n ■„, I

/.'i; rterj ft . i mm ' Spj l , mm.

Sterling Drug: Fletcher's Castoria; Qm en Foi t Day Ml. 25 min

Voice of Prophecy: religious; Void of Prophecy Su; 10 min.

Wings of Healing: religious; Wings of Healing; Su; 60 min.

Word of Life Fellowship: religion! " Ord of Lift IF min.

NBC

institutional; \ut'l. Farm & Home Hour: -

M; 10

min.. _'l

M-F; 215 min..

Allis-Cholmcrs

min.

American Motors: Rambler; Monitor, SaJSu; 55 min.

American Oil: Lmoco products; Monitor Sa,Su; 50 min.

Bell Telephone: Monitor. Su; 10 min.; Telephone Hour

min.; Telephone Preview; M; 5 min.

Billy Graham Evangelistic Assn.: religion; Hour of Decision

30 min.

Bristol-Myers: Bufferin; Hourly Sews; M-F; 105

Brown & Williamson: Kools, Viceroy; Hourly \iu>

12 30-sec

Colgon: Calgon; Bandstand: \\ .1 h : III nun.

Calif. Packing: canned fruit; Hourly Sews; M-F; 110 min., 2] 10
sec.

Carter Products: Vrrid, 10 min.; Little I iwi Pills, 60 miii.: Band-
stand; M-F; 20 min.; True Confessions; rot., 5 min.; Human In My
House: rot., 5 min.; Hilltop House, rot, 5 min.; Pepper Young's
Family; rot., 5 min.; Veiw o/ 7/fte If «rW: Tu.W.Th: 15 min.; Moni-
tor . Sa,Sn : .!■"> min.

DcSoto: DeSoto cars; You Bet Your File: Sa; 10 min.
Evangelistic Foundation: religion; Bible Study Hour; Su; 30 min.
Evinrudc Motors: outboards; Monitor; F,Sa25u; 2"> min.
Ex-Lax: Ex-Lax; Monitor: Sa,Su; | 10-aec, 5 6-sec; Bandstand;
Tu.Th: 2 6-sec; Woman In Ifj ffoiue; M.'lh.F: 10 mm.. 1 II
> Star Matinee: T,,.Th: 2 30-sec.; Pepper Young's Family; M-W; 5
mm.. 2 30-sec; One I/ah's Family: Th: ."> min.: /'■ • fre Funny;
W : 5 min.: Great GUderslevee; Tu: 5 min.

General Foods: (nstanl Postum; Bandstand: M-F; 25 min.: /'■
Young's Family; M-F; 2.i min.

Gillette: Gillette p>r...l-.. Paper-Mate, Toni prod.; Boxing Bouts; F;
l!~> min.

Ins. Co. of No. America: insurance; Monitor: Su; 20 min.
Knapp-Monarch: picnii supplies; Monitor: SaJSu; 1

P. Lorillard: Kent; Monitor: Ni.-ii: 50 min., 9 30 .

Lutheran Laymen's League: religion; Lutheran Hon- - min.

Midas: car mufflers; Monitor: Su; 5 min.

Morton Salt: -.ilt: ilex Dreier— Sews - nin.

Mutual of Omaha: insurance; On (At Lint Will Cons

15 min.

North American Van Lines: moving service; Monii 5a,Su; 20

min.

Quaker Oats: Quake] Monitor: Sa;

M,W; .' 10-sei ; Woman In 1A House; Tu.Tli.F: I '.< -

Man's Family ; M.W.Th.F: 4 '

Quaker State Oil; motor oil; Monito- -